Too often, even marketing professionals don’t bother to sit down and consider the question, what is a brand? Here we take you through some good brand definitions, then share our brand definition, and the implications. So, what is a brand? W..
It takes time to explore the meaning of words with your brand team, but it is well worth the effort. As you explore words, you’ll likely create greater focus, using your new found brand positioning skills to define a more distinctive and m…
Are you working as a brand manager? Or planning a career in brand management? You’ll discover skills and knowledge throughout this site, but they’re of little use without the brand manager’s mindset. Cultivate the right mental attitudes and..
Why Branding Gives Marketing A Bad Name About ten years ago, when B2B Marketing wasn’t even a germ of an idea, I had a conversation with a close friend about branding that is vividly etched in my memory. My friend worked for a global audit firm that had just proudly unveiled its new identity to…