What exactly is a brand and why is it so important?
According to The Richards Group, “a brand is not a logo, mark or symbol. A brand is a promise that is conveyed to consumers by unified communication and marketing. A brand’s promise encompasses all thoughts, feelings, associations and expectation that a person experiences when exposed to the brand.”
The following article by The Richards Group discuss the process in which an enduring brand promise is created as well importance of consistent brand management and execution through all media and those most familiar with the organization – its employees.