How to tell if your business needs a brand overhaul
Geoffrey James writes: "The concept of 'brand' is so amorphous that it can be stretched to fit nearly everything a company does. Indeed, I've heard executives talk about brand as if it were a panacea for any problem a company might have. If we're going to have an intelligent discussion about brand, we must therefore start with some definitions. The following are my personal definitions, which are based on two decades of marketing experience."
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