Let me say right off, I still believe in the power of a thorough outline before embarking on any writing project... even full-page ads. And I still believe the No. 2 pencil is the most beautiful and productive communications tool ever invented. Okay, so I'm a Luddite. But after 30-plus years in this business, I've earned the right to be opinionated as well as cranky.

I'd like to turn my misanthropic eye toward branding. It's amazing that until six or seven years ago, no one in the marketing world had ever heard of it before. No, it took some bright young MBAs to invent it. And, like much else promulgated by the wizards of Harvard and The Wharton School, they got it wrong.

Branding is not established by a company nor is it captured in corporate colors, symbols or identity manuals. The brand is not even developed or owned by the company. It is born and bred by the customer. And this is especially true in B2B where the customer is far more likely to make purchasing decisions based upon rational and even measurable criteria. Product performance, payback, technical service, troubleshooting, applications expertise - these determine your company's brand in the mind's eye of the customer. They own it and you must reinforce it everyday through effective and positive performance. That's how you build your brand.

I'm amused with those marketers who think the rigid compliance with a standards manual along with the concoction of a spiffy tag line is the pathway to establishing a successful brand. Think of the hundreds of millions of dollars wasted on such puffery and eye candy.

You want a valuable brand? It's simple: Consistently perform to the best of your abilities and deliver the best possible product and service.

Do you agree? Oh, and since I'm cranky, I offer no apology to those I may have offended.