The process of building a brand is never finished. The details may vary depending on the sector and the age of the brand, but whether a young tech-based business or a venerable entertainment company, no-one can stand still and consider the job to have been completed.
Just Eat, for example, is "a very brand-led" business, according to global chief marketing officer Barnaby Dawe. And, he told the Guardian Changing Media Summit, held in London in March 2017, its brand vision is nothing less than "creating the world’s greatest food community". It is an ambition comparable to Nike, the sportswear...