10 Reasons Why Business Should Banish the Word “Brand”
Our rather controversial thoughts on “Brand” 1. It is meaningless Ask five people in your company what the word “brand” means and you’ll get at least seven definitions. As such, the meaning of the word “brand” is completely diluted and lacking in concise meaning. That’s not helpful. 2. It confuses, defuses and abuses One person in your compnay uses the word “brand” and another person interprest it differently, and then everything goes haywire. That’s expensive. 3. It becomes a tyrant It becomes a mysterious entity with a mystical...
Read more >