In the last article, I discussed the importance of creating a powerful brand culture through continuous engagement of internal stakeholders to relive the brand culture. In this article I focus on implementing a strategy to create competitive brands through internal...

Powerful brands are associated with cultural attributes that make the brands stand out. Brand culture is the basis for communicating the brand’s values and unique attributes in a way that differentiates it from the competition.  Jean-Noël Kapferer, a renowned brand...

Successful brands don’t happen by accident. They develop through conscientious effort and sometime take years to build. Thus there is need to make brand strategy part of the overall business strategy. A brand strategy clarifies what you set out to do as an...