"Branding" and why it sucks

This column is probably the best response to the ludicrous recent trends in journalism. Mr. Weingarten, who I have quoted here before, has it exactly right.

During my last few years at the Flint Journal there was a big push at the Journal emphasizing our "brand." Which was, I think, In Touch, Involved and some other "In" that I can't remember right now. We reporters used to joke - privately - that we should have "Incompetent, Inert and In Trouble." There were a few others, but you get the idea.

We were all told to embrace this new promotion. Well, we see how that all worked out. Don't forget that many of those who thought this was the solution to our problems are still around, or running AnnArbor.com.

Ah corporate America in the new Millenium. The bosses get bonuses for their failure

The Indy Star is the latest victim of backwards journalism thinking. The bosses who lay off the employees get bonuses and raises for their dirty deeds.

Not surprising, just business as unusual.