Where are we? I’m just going to say right up-front that I don’t like the word “branding.” Worse yet: “rebranding.” I know they are trendy words on the marketing front. Maybe that’s why they dismay me. Trendy is temporary, although “temporary” can be relative. The only brands that really matter to me are food-related (Duke’s mayonaise, White Lily flour, SPAM, Philadelphia cream cheese, Duncan Hines cake mix, and Coca-Cola, to name a few) or hotel-related (I am a Marriott loyalist). I’ve never thought of where I live as a brand.

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