Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability. Branding is critical, and most businesses need to invest in it. That said, […]

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.Branding is critical, and most businesses need to invest in it. That said, a lot can be done to reduce what many businesses spend on brand and brand. Reduce the cost of branding – get out of the boardroom.  Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.There are hundreds of definitions of the word – brand. The one I think carries the most currency was first articulated by Amazon founder – Jeff Bezos. Bezos defined a f=brand as: What people say about…