CHAPTER 5

A Final Thought: The Beauty of Branding

Chapter Overview

This chapter posits the nature of branding as being both an art and a science and that the beauty of branding is not just in the visual but is in the deeper, felt, emotional experience that a brand delivers. The chapter is emphatic that the beauty of branding is, therefore, not just skin deep but is a vital strategic driver of customer value, loyalty, and profitable growth. Securing this, requires the engagement, alignment, and commitment of the employee base working within a brand-centric company culture.

The Beauty of Branding is Not Skin Deep

People sometimes say that branding is all about image when in fact—as this book enthusiastically proclaims—it is about so much more! ...

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