Branding

What makes a Brand Specialist?

What makes a brand specialist? You’ll come across many people promoting themselves as brand or branding specialists – but what does the term mean, and how should you measure or justify their role? What skills, qualities and experience are essential? This isn’t just a theoretical question – it’s critical for business people considering engaging such …

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Is branding spoken in the boardroom?

Is branding spoken in the boardroom? In an excellent article in Catalyst, the Chartered Institute of Marketing magazine, Chris Daly (CEO of the CIM) suggests boards and marketers communicate in different languages. He considers whether this may limit marketers’ contribution to the business. Now, surely at ‘C’ level, the basic business lexica cannot be that different? …

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