Brand scope

David C. Garrison

This paper calls for a common approach to the brand involving all elements across an organisation. The author emphasises a sense of community surrounds products that are consistent in their message.

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...

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