When Is Branding Bullshit? Most of the time!!! Branding is amongst the most powerful tools available to a marketer. Branding has the potential to impact not just on profitability but also on the value of the business, on a level, to an extent and in a way that nothing else can. But – in 9 […]

When Is Branding Bullshit? Most of the time!!! Branding is amongst the most powerful tools available to a marketer. Branding has the potential to impact not just on profitability but also on the value of the business, on a level, to an extent and in a way that nothing else can. But – in 9 cases out of 10, branding fails to reach its potential and as a result brands fail to realise their potential. Branding USUALLY fails. It certainly fails to realise its potential or justify the investment. Branding most often fails and brands most often fail to realise their potential because unlike Apple, Virgin and some other well known brands, most corporations do not embrace the brand at all levels of the organisation and in all possible ways. Moreover the brand is not reflected in the culture of the organisation and the way the people go about their…