opportunity 83 of 150 If we are going to make the most of 2017, we need to give more attention to strategic branding. Now, I am not suggesting we all embark on major advertising campaigns. To the contrary, I am arguing that we need to better build our brands. This has nothing to do with […]

opportunity 83 of 150 If we are going to make the most of 2017, we need to give more attention to strategic branding. Now, I am not suggesting we all embark on major advertising campaigns. To the contrary, I am arguing that we need to better build our brands. This has nothing to do with advertising. In this discussion, I will address branding in its various forms – product branding, corporate branding and personal branding. Not surprisingly, these three forms of branding have a great deal in common. One aspect of effective branding that is relevant to all forms of branding is ‘authenticity’. In addition to being critical for effective branding as a whole, authenticity is critical for delivering ‘credibility’ (the subject of yesterday’s article). ‘Authentic’ is defined as: worthy of acceptance or belief asconforming to, or based on, fact conforming to an original so as to faithfully reproduce essential features…