If you love words, but (like me) are spelling-challenged, it is fun to try the Thesaurus as an extra and educational way to double spell check. (I also use Google as a spell checker, which is more common than you'd think.)
It can start an unexpected brain thread, as it did when I looked up "steward" —as in brand steward — and found these synonyms:
guardian, keeper, custodian, curator
Many agencies folks rightly consider themselves brand stewards in partnership with our clients. But what exactly does that mean?
As a brand "guardian", your job would mostly be to keep that brand safe. Virginal even. Be a Guardian Angel.The synonym "keeper" reminds one of a zoo professional, and so simply keeping your brand alive (and on a leash) ticks the box. While a "custodian" might be expected to just keep it clean.
Now, it seems to me that "curator" is the synonym to strive for. Because their job is to keep the collection interesting. Prune the mistakes. Acquire new pieces. Discover fresh talent. This is a job that sounds like fun.
I'm not sure I agree with you completely. "Curator" always makes me think of a museum, where people are just looking at exhibits, things that are done. Finished. Old. "Keeper" on the other hand feels more active. Am I my brand's keeper? Do we have a responsibility to watch out for and care for our brands?
Yes the work shown in a collection is old. But a good curator always updates the collection. Keeper, tho, is someone who cares for a living thing, so you may have a point that it is active.
I think you're spot on. Guardian is both defensive and protective and often it's as mundane as preserving the 'bland' guidelines. Keeper seems to me less responsible and almost being unaccountable for the naughty child - it also has those fiscal overtones ie 'my brother's keeper'. But curator seems to have a greater sense of governance and a wider remit for the progress of the brand.
candace kuss
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