In some ways branding is like religion. Some people believe in it, some don’t. The different agencies and consultancies are like the different denominations and schools; each have their set of beliefs that they spew as the truth. Each claim their path will liberate your brand and unlock its value. Meanwhile, the practitioners each have their own interpretation of what is being preached and they soak up other beliefs from different sources. They put into practice what they feel is their truth. Some become dogmatic and fanatical, others nonchalant and eclectic.
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