“Branding Simplified” Article featured in Chain Store Age
Lately, the word “Branding” seems to make corporate executives shift uncomfortably in their seats and roll their eyes. Has it’s become too complicated? Too overused? Identity. Equity. Strategy. Matrix. Execution. Design. Attributes. Loyalty. Is branding an essential business strategy? Or, a necessary evil? Has it become so complex, so obscure, so fragmented, so overused and over-interpreted, that companies just can’t get their arms around it anymore? Or, it can be simplified?