It’s time to rebrand “branding.”
Let’s admit it, the term has become so overused, warped and misapplied by marketing theorists that financial executives no longer credit it with much. Even top brand consultancies cannot agree on its value. So let’s call branding what it really is: Future Response.
Read how our Head of Strategy, Ben Kunz, lays out a gameplan to give clarity to the role of branding and re-earn it the respect it deserves.