How about this term: communication.
Brand management is very much a capitalist notion that harms consumers. Pharma spends more on marketing than R&D which leads to bad prescription practices and slows down research.
Yesterday a city councilman around here spoke out against the construction of a new toll road that would cost the city in excess of $1.5B. The construction research indicates the road will not alleviate congestion, and the majority of the terms originally voted upon have been changed. A private group of investors will make money from this deal, and those members have more friends on the council than the disenfranchised members of the community this project will harm.
The pain points of capitalist influence on policy are visible. The toll road will likely be built because the perspective of the proletariat will not influence the course of our government. The cost of class can be seen domestically and internationally.
This example relates to branding because the entire campaign was insane balls. Billboards went up supporting the vote explaining how it would save time and provide access to this gorgeous park complex. What family doesn't want to be able to spend more time together each night thanks to a shorter commute?
They branded the shit out of that tollway to gather votes.
Why do I still think the communist party needs a major branding strategy to gain traction in the US? Our government system, currently, runs on these rules. The rules are not in your favor, they are not in the favor of the people, but they are in place and do have mechanisms built in for change. Change comes by running competitive campaigns for third party candidates.
Your brand exists whether you like it or not. Right now your brand associations (a whole lot of capitalist messaging casts doubts on your organization) take away from your message. A facelift doesn't change your message, it helps you communicate more clearly.
Instead of