3 higher priorities When I was in the business of advertising I was amazed at how much time energy and money businesses invested in their name logo and strapline. Don’t get me wrong, all three are important but they are second order issues that can and should be addressed after the brand is defined. […]

  3 higher priorities When I was in the business of advertising I was amazed at how much time energy and money businesses invested in their name logo and strapline. Don’t get me wrong, all three are important but they are second order issues that can and should be addressed after the brand is defined. There are of course still a lot of business people and sadly marketing people who think that the business name, logo and strapline are the brand. I truth, the name, logo and strapline are just three of many tools that can be used to communicate the brand. Other tools include the broader corporate identity, PR activities, the products, service standards and of course the behaviour of the organisation and its people. If you accept that a brand is a summary of the expectations of the target market and the preferred brand is the preferred expectations…