Two years ago, President Bush called in one of his long time gurus, Karen Hughes to the State Department job of “public diplomat.”  Her job was to use her Brand communications skills to spread the word for the goodness of America, particularly to Muslim countries.

Hughes recently bailed out.  Smart as she is, she got very little traction.  “You can craft a fine message and recite it with a smile, but the reception will be determined by what a country does.”  Recite her statement with the word “brand” in place of “country.”  Actions speak louder than words.

A brand is no different from you personally.  A brand becomes what it is based not just on “what it says it does, but because it does what it says.”

As we all are reminded by Hughes’ experience, some brands are beyond spin. Don’t waste ad money before you have something compelling that your brand can deliver upon.