Image_BrandBrand Identity Value: Is it Dead?

A recently shared post written by a colleague about branding promise hit a nerve among marketing professionals. Brand identity value has been a growing cause of concern and debate among those who are in charge of managing and growing brands. Let me say this:

Branding is not dead. And brand identity value is very much alive and changing.

What is required for developing and building a brand identity has evolved. This should not come as a surprise… the market landscape that brands have to communicate effectively in has changed. In the post outlining the importance of brand promise cited above, some felt that the evolving customer journey had left brand, brand identity value and brand premise in the dust. But how accurate is that?


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October 17, 2013 in Marketing