A brand is a symbol, an association or a name, that serves to identify and differentiate competing products or services.
But in today's international markets, a brand is more than a trademark or logo. A successful branding campaign must not only build awareness of symbols or slogans; it must "connect" the company to its clients by communicating a set of values and expectations that speak to the company's business culture. The brands of today thus communicate a kind of implied "contract" to deliver to consumers what they have been promised.
A complete branding campaign is thus far more than simple marketing. It affects every aspect of a company's business, and involves every member of the staff, from the CEO on down.
Write On Target assists corporate and institutional clients to:
to become brand managers by "living" the brand in their actions)