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...