Chapter 1. The Branding Imperative
Branding is one of the hottest topics in business today. It has become the business buzzword. Indeed, some refer to it as a Branding Revolution.[1] The reason couldn't be more straightforward and underscores a clear business message in today's crowded marketplace: your brand defines the unique point of differentiation for your products and services and is, perhaps, your only real opportunity to stand out.
Branding: a way of doing business
The paramount role that brands and branding now play has been accompanied by major shifts in the field of marketing. Brands are seen to be much more than names or logos. Brands are as much a way of doing business as they are a reputation or identity.
The London-based branding agency ...
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