Stephen B. Henry

Several years ago, actress Jamie Lee Curtis became the spokesperson for a popular yogurt brand. You might remember the ads; bright kitchens, healthy smiles, and a repeated focus on digestive health. It was friendly, trustworthy, and it resonated.

Behind the scenes, the brand made a brilliant, and perfectly legal, marketing move: they trademarked a new name for a naturally occurring strain of bacteria commonly found in many yogurts. By doing so, they could rightfully claim that their product was the only yogurt containing this uniquely named ingredient.

Consumers who heard the ads, or who spoke with friends and family who repeated the message, often concluded something powerful and profitable for the brand: this yogurt must be better.

Even some doctors, recommending that patients add yogurt to their diets for general digestive health, unintentionally fueled the misconception. When my wife’s sister and brother-in-law spoke to their physician about improving their gut health, they walked away not just with a recommendation for yogurt; but with a firm belief that this specific brand was the only one truly worth buying.

📌 The branding had done its job.
📌 It had shifted perception.
📌 It had created not just awareness, but belief.

Branding: The Art of Shaping Perception

Branding, at its core, is about more than just recognition. It is about shaping how people think, feel, and relate to a product, service, or person.

Good branding:

📌 Creates emotional connections
📌 Builds a sense of trust and authority
📌 Positions a product as the obvious solution

And in this case, the yogurt brand succeeded in all three. They did not invent a new product; they invented a new perception about their existing product.

That is the true power of branding, and it is why every entrepreneur, creator, and business owner must both master it and remain cautious of it. Never lose your childhood curiosity.

The Subtlety of Influence

The human brain loves simplicity. It loves shortcuts. When faced with endless choices, branding provides a comforting anchor.

📌 This one must be better.
📌 It has something the others do not.
📌 It is doctor-recommended.

The mind fills in the blanks, often without questioning the details. After all, who has time to research bacterial strains when you are just picking up groceries?

Never Lose Your Childhood Curiosity

Yet that unquestioned leap, from branded claim to deep belief, reveals why we must also stay rooted in childhood curiosity. The kind of curiosity that wonders,

📌 "Is that really true?"
📌 "What is the story behind the story?"
📌 "Am I seeing the whole picture, or just the one painted for me?"

Branding, unchecked by continued childhood curiosity, can lead even smart people into assumptions that may not serve them. That is why you must never lose your childhood curiosity.

Healthy Skepticism Is Not Cynicism

There is a critical distinction between skepticism and cynicism.

Cynicism assumes deception.

Skepticism simply asks for understanding.

A healthy skeptic does not dismiss good branding; they admire it. But they also look a little deeper.

📌 They read labels beyond the bold claims.
📌 They ask, "What is this really made of?"
📌 They understand that a trademarked name does not necessarily mean a patented or proprietary substance.

In the case of the yogurt, the bacteria was not exclusive; only the trademarked name was.

That distinction changes everything. It shifts a consumer from passive recipient to active participant. And in today's noisy, brand-saturated world, participation is powerful.

The Business Lesson: Brand Boldly, But Honor Truth

If you are a business owner, a coach, a content creator; you must embrace branding. You must learn how to tell your story, present your value, and create memorable experiences for your audience.

But there is an ethical line worth guarding closely. True branding does not create illusions; it illuminates reality. It highlights genuine differentiation. It builds loyalty not through sleight of hand, but through consistent service.

The best brands invite curiosity, not shut it down. They welcome the informed customer. They thrive because they have nothing to hide—and everything to share.

Beyond Yogurt: Everyday Branding Lessons

The yogurt story is just one example. We see similar patterns in countless industries:

📌 A laptop sold as "the fastest ever" because it measures speed differently than competitors.
📌 A skincare brand trademarking a term for a common botanical extract.
📌 Fitness programs that claim "scientific breakthroughs" based on interpretations of basic training principles.

In each case, branding uses truth; but often in a selective or reframed way. Understanding branding allows you to become a better creator and a wiser consumer. Ask yourself:

📌 What story is this brand trying to tell me?
📌 What emotions are they tapping into?
📌 What facts support the story; and what questions remain?

Stay curious. Stay awake. And when you build your own brand, choose to stand proudly on a foundation of transparency.

Final Thoughts: Keep Your Childhood Curiosity Alive

Branding is not the enemy. In many ways, branding is a beautiful expression of creativity, communication, and connection. But branding without maintaining childhood curiosity leads to blind trust. Branding with childhood curiosity leads to informed, empowered choices.

As you navigate the world—as a consumer and as a builder; remember this:

📌 Admire the art of the story, but check the facts behind it.
📌 Appreciate the power of perception, but honor the reality underneath.
📌 Be bold in telling your story—but be truthful in every word you share.

Never Lose Your Childhood Curiosity

It is the beacon that will keep you clear-eyed in a world full of polished promises. And in the end, the brands, and the lives, that stand the test of time are the ones built not just on clever words, but on honest hearts.

For more information and discussion on the topic of branding and childhood curiosity, attend Steve's Free Weekly Q&A Zoom session.

Your turn:

Have you ever realized a brand shaped your perception in ways you did not notice at first? Share your experience below. Let us continue building a world where storytelling and truth go hand in hand.

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