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...

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