Lots of Best Practice organizational management focus has homogenized much of the business landscape. Similar this. Similar that. Similar everything. Coke or Pepsi? Apple or Samsung? Us or ?
It’s a time of year that many companies are urgently preparing for next year’s new product or even new company “launch” or “re-launch.” Although THE BRAND is a topic frequently mentioned in these meetings and conversations, much less frequently is there a consensus of what the brand is, what it means, or if and how, (much less why) it’s significant.