Who cares what a brand is?

You would have thought by now that anyone with a basic business understanding and responsibility would know what a brand is. Apparently not. According to the Wall St. Journal, Frank Hurt, president of the Baker’s union that just brought down Twinkies, putting 18,000 people out of work, is optimistic, that as a result of all the recent frenzy about the loss of Twinkies, someone will buy the company and put his union members back to work.

Yes, there is a lot of interest in the Twinkies brand, not the company. Some large commercial baker will likely buy the rights to the brand and bake Twinkies in their own plant, using their own marketing and with their own employees––in a right to work state. Knowing what a brand is and isn’t, matters.