e2Everything You Know About Branding Is Wrong

If you ask any major corporation, the majority would probably agree—branding is everything.

Except the word “brand” may be the most misunderstood, misrepresented, and misused word in recent memory. So, while branding is a vital element to any organization’s success, the majority of companies might be approaching it wrong.

For years, businesses have branded themselves by operating in silos. They assign one agency to develop their advertising, another to do their website and still another to design their workplace. The end result is a weakened and potentially hollow brand made up of separate pieces, and a brand that never really makes a meaningful connection to either the customer or the employee.

SOURCE
: forbes.com

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December 5, 2013 in Marketing