I saw this article recently, even if it is 1 year old already, its words are still very relevant and I urge all business owners and brand managers to read this and take it seriously.
In an increasingly cluttered and claustrophobic marketing world, the importance of a distinct and engaging brand is not just important, but essential. But what exactly is a brand? It’s not a logo, a color scheme, a single ad, or even a complete campaign. In fact, defining and more importantly, assessing, a brand has eluded marketers and advertisers for years. But recently, researchers have attempted just that.