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February 19, 2015

What is a Brand | Part Three

While being remembered is essential, it’s becoming harder everyday. A strong brand stands out in a densely crowded marketplace. Translating the brand into action has become an employee mantra. There is substantial evidence that companies whose employee understand and embrace the brand are more successful. What began as corporate culture under the auspicies of human resources is fast becoming branding, and the marketing department runs the show.

Products are created in the factory. Brands are created in the mind.
Walter Landor, founder, Landor Associates