For the technical definitions of bullshit and chickenshit, see yesterday’s (re-re-)post on the topic.

I don’t care how many times you say “baked-in” or “activated” or “experience” or whatever…

…if brand only comes up in the context of marketing…

…if soul-searching on “who are we?” occurs mainly in the context of proposals and pitch decks…

…if entire meetings about operations, processes, finances, hiring, or  development of offerings pass without a singe person asking “is this on-brand?”…

…that means: in action — where it counts — you subscribe to the bullshit-coated chickenshit branding paradigm. Or, it might mean that you are a commodity who makes no pretense of brand, which is awesome, and I salute you for your rare, bold and courageous honesty.