Traditionally, business has been all about capitalising on serendipitous market opportunities. It’s been like this for a very long time: build it and they will come. However, today’s most accomplished business leaders quote customer obsession as the most important factors of their company’s success.
There are two very distinct but equally important ways of looking at brand: Together they form the complete picture and create the right conditions for brand to drive business growth. Oftentimes only one perspective is taken into account but one cannot be without the other. They sit on a continuum: at one end we have…