Brand

The definition and understanding of brand often comes up in business related conversations. Everyone operates with their own particular ‘explanation’, carefully chosen from the more popular trends. The issue is that most of these are rarely focusing on what the brand actually does for the business, leading to deformed perceptions. So what is it that… Read more »

The definition and understanding of brand often comes up in business related conversations. Everyone operates with their own particular ‘explanation’, carefully chosen from the more popular trends. The issue is that most of these are rarely focusing on what the brand actually does for the business, leading to deformed perceptions. So what is it that the brand can actually do? In simple terms, the brand can and should be an organising principle for all business activities (inside and out).