brand scope
David C. GarrisonDartmouth College
In reviewing notes for this piece, I am struck by the sheer scope of what we call a brand. Whether an organization actively supports it or not, from advertising to operations, brand permeates all of its activities. A company's choice to go with a particular ad campaign, for example, adds and reflects a nuance to the brand, as does the company's decision to develop an alliance with one supplier over another or, I would argue, to offer its employees four weeks holiday instead of two. This is the power of branding. It is...