Who is doing a notable job of branding in the nonduality genre? Ken Wilber has a solid two-part brand: his name and the term “Integral.”
Recently Peter Fenner has been branding Radiant Mind very clearly with both a book and a course of the same name. “Peter Fenner”, the guy, is less of a brand than “Ken Wilber”, in my opinion.
Deepak Chopra is in Oprah territory with his branding.
Eckhart Tolle? He sells a lot of books, but how’s his branding? Is Eckhart himself as strong a brand as Oprah or Chopra? The “Now” was a budding brand, but has he followed through with it? Compare Tolle to Oprah and Chopra and you decide on the strength of his brand, or even what his brand is.
Dennis Waite is doing an excellent job of sticking to “Advaita” as his brand. His books have Advaita in the title. He is a moderator of the Advaitin email forum. His website is advaita.org.uk. He writes for other Advaita websites. Strong, smart branding. When you think of Advaita, you think of Dennis Waite (among others, of course).
A branding effort that has me puzzled is that of a new and beautiful website, 9choirs.com. It is truly a mainstream nonduality website. They have cool articles. But when you first land on the site, do you know what it is about within the first two or three seconds? 9choirs mentions beliefnet.com and yelp.com as the types of websites they do not want to be like. However, if you land on either of those websites, you will know within a couple of seconds exactly what they are about. 9choirs, in my opinion, could use stronger branding. A brand has to stand for something immediately identifiable.
A purpose of branding is to effectively and efficiently distribute the information your audience wants and needs.
That concludes this brief series on branding.