A question I am often asked is, “Should we brand our products or our company?” And I most often reply, “The company.” That’s not to say there’s never a reason to brand products, but I nearly always suggest the company. Here’s why. It’s the bigger brand. You see, when we begin the brand building process, […]
Those of us who specialize in brand development are grateful for the heightened awareness and discussion around the importance of brands which has occurred in recent years. However, we think it’s important to clarify a key point. Though obvious, there is a difference between branding and brand development. Branding comprises the tactics used to deliver […]