After a recent presentation, an audience member asked for my opinion on the most common misconception about branding.
It was an easy question to answer. It’s the idea that branding is an initiative. That it’s something that requires a brief investment of attention and time, and can then be moved down the priority list. This way of thinking suggests that branding is a sprint. But it’s not. It’s more like marathon. It’s a commitment for the long haul. Continue reading “The Long Haul of Branding”