Branding in the 21st Century

Chris Hall

Argues that branding, in the next century, will be 'the most important strategic differentiating activity a company executes'.

Branding in the 21st Century

Making and keeping the continuous promise

Chris Hall, BBDO South.

Branding in the future will be even more important than it is today, or was yesterday. Why? It’s quite simple. Branding will move from being primarily an advertising and communications issue to being the most important strategic differentiating activity a company executes. Branding will be an operational issue built on a strategy that differentiates a company, service or product from its competition.

‘Wait a minute,’ you might be saying, ‘this is an agency guy writing in The Advertiser that branding is...

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