Not too long ago brand storytelling was often dismissed as a soft topic meant for tactical conversations. The C-suite wasn’t to be bothered. As the best stories propelled brands to the front time and time again, senior leadership became enlightened by the power of story.
Brand perceptions are shaped in the mind with the help of associations that are aligned with the central meaning the brand represents. The search for associations that bolster brands is a constant.
It’s not always easy to spot when your brand is falling out of favor with consumers, especially if, on the face of it, things look healthy.
To stay alive and flourish in highly competitive environments, business-to-business (B2B) companies spend more time and money on R&D.
I don’t care for graffiti, but on a morning walk I spotted one scribble that shares a profound bit of truth – not only about interpersonal relationships but also about branding.
