In this world, the idea of a virtual branding association surfaced. To recognize that the online world was an extension of the physical one, Errol set about creating associations in different countries. Errol is concerned, too, about a unified definition of branding, and ways to bring people in the profession together.

There is evidence that such groups work. Many years ago, I cooperated with colleagues in the font business to form TypeRight, an advocacy group for designers’rights. It did help with awareness of the copyright surrounding font software, and the group remains active, though not as much as during the early days. Bringing people together through the International Branding Association and its national offshoots can work—the trick, now, is to find people who are both qualified and passionate. Some of the top practitioners are busy enough without greater commitment, or they seek to break in to the strategic side of business; while there are a lot of phoneys out there, too, pretending to be part of the brandwagon while it has some cachet in the mid-2000s.

Nevertheless, the idea is valid and these associations are needed, if only to further the awareness of branding as a discipline, not a mere operational add-on where people think we are charging millions for simple logos. So, who will join us?

(x) International Branding Association (temporary site)
The International Branding Association is a non-profit organization dedicated to establishing branding as a specialized area of expertise. This forum is designed to inspire the formation of national branding associations and coordinate global efforts.