Branding is of huge importance in marketing. Companies that own big consumer brands are worth billions of dollars, not just because of their plant and machinery, their intellectual property,or the skills of their workforce and management but because of the value of their brands. When we think of branding it is usually consumer brands that…

Continue Reading

“Your word is your brand; your bond, your signature, it’s your way of establishing yourself in the marketplace.” There are many people who are unconscious about their brand and that is a big problem. How in the world are you going to be effective in your industry if you have not established your brand? There…

Continue Reading

This article examines the way that brands have evolved from well constructed and manicured facades to fluid and independent values spaces, what I call ambient brands, where consumers gather to transact. It addresses the demise of traditional branding and the opportunity that new branding represents in driving transformational change towards sustainability and socially responsible business…

Continue Reading

In the consumer product market we know that brand refers to how, for example, electronic manufacturers differentiate themselves (or try to differentiate themselves.) One car manufacturer may promote safety as its brand while another may promote its economical price. And when it comes to personal brands, we may be clear about some elements of brand.…

Continue Reading