Umbrellas are for rain

Scot McKee reviews the three predominant brand categories - corporate, master and umbrella. He explains that corporate brands are the easiest to identify - the company is the brand.

Umbrellas Are For Rain

Scot McKeeBirddog

Brands are emotional things. They are all about feelings, perceptions and personalities. Brands represent the characteristics associated or attributed to them and the role of communications is to articulate...