The idea is complex and multi-dimensional just like human beings.

Brand is misunderstood, underappreciated and very often underutilized. When brand comes up in a meeting, it often means different things to different people, and many executives speak the language of brand the way some of us speak Spanish: with a limited vocabulary and rotten accent. And while being fluent in another language is helpful, not understanding the definition, and differentiating value and places to deploy it properly can be highly problematic. Despite the excellent books, many courses, and conferences dedicated to brand there’s still confusion surrounding its meaning and how it should be operationalized even within the most sophisticated companies.

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