Branding for me is a critical, foundational piece in every marketing strategy. It brings clarity and it answers questions from the marketplace before they are ever even asked. If you don’t have clarity here, the marketplace will smell it and challenge you for it. That’s why before you even think of launching a brand you … Continued
Brand is often perceived as something intangible that can’t be measured. It seems ambiguous and something that is often indescribable. Yet we know it’s real. We see successful brands everywhere in our daily lives. We want them. We buy them. We are loyal to them.
So Let’s start with clearly identifying what Branding is and what it isn’t. We all know the history of the term that originates with cattle branding as a way of clearly identifying ownership of herds. Time has moved on since then and so has branding and what it has come to represent. And with that … Continued
Brands are more important than they have ever been. They are the cornerstone of all marketing. They combine psychology, business, culture and science to create a promise to the customer. The process of establishing an international brand is long and costly and a rebrand even more so. Which makes us wonder. Why would you take … Continued
