Brands are wonderful assets when they capture the essence of a product, service, or event succinctly, meaningfully, and with endurance over time.[…] But when branding becomes a fad, it can reduce communication.
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Branding should start with an authenticity test. (nb avoid putting “lipstick on a pig”)
— The Downsides of Branding by Rosabeth Moss Kanter
Discover your brand by pinpointing your unique service and identity.
— Build Your Brand by M.J. Ryan
How many companies can you name that do not live up to their brand? Or would it be easier to count those that live up to their brand?
