Brand ownership should be everyone’s responsibility

Rita Clifton

Many businesses still view the brand as the province of the marketing department and the basis for new advertising and communication, even if it is acknowledged that the brand is important.

Brand ownership should be everyone's responsibility

Rita Clifton

Branding can be a frustrating old business. Recently, I was talking to a chief executive about a business he had bought out. One of his management team had hired a brand consultant to work with the executive team on brand values, positioning – the usual stuff. With endearing honesty, he said: “You know, having a clear idea about what your brand stands for makes everything so easy, doesn't it?”

I didn't know whether to laugh or cry, but at least here was another convert. What's more, he had been a chief finance...

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