Tag Archives: Branding

How Brand Consistency Damages Brands

As a Kinko‚Äôs marketing executive, I faced a real quandary upon entering the Los Gatos branch. The coworkers had taken it upon themselves to decorate the store for Fall. There were leaves and pumpkins and colorful maize all over the … Continue reading

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Competencies of Branding

The four competencies of leadership, as described by USC professor Warren Bennis, also apply to branding, which, when you think about it, is a form of leadership. Bennis codified the four competencies in a 1984 essay, taking care to note … Continue reading

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