Is yours a 'flagging' brand?
Ian Buckingham and John Roberts
In this article, we challenge the notion that an appearance in Times Square or Piccadilly Circus is a true measure of success and suggest that a blinkered obsession with the material manifestations of the brand is actually a mark of a flawed brand strategy.
There's another way.
We all love good design, applaud great advertising and are wooed by catchy strap-lines or timeless logos. It's a fact, however, that organisations generally spend a disproportionately higher amount on the physical manifestations of the brand than they do on ensuring...