The 7 deadly sins of brand bureaucracy
David TaylorThe Brand Gym
Think back to the last meeting where branding issues were on the agenda. Some or even much of the discussion was likely to have been overintellectual and theoretical. Brows were furrowed all round as someone asked, 'Is cleaning performance really a benefit or a reasontobelieve?' The fifth version of the new brand positioning tool was wheeled out by a consultant, using the shape of a spaceship to illustrate 'taking off for growth'. And so on. It is no surprise that, as Alan Mitchell pointed out in a recent...