by Warren Moss. While it may sound complicated and academic, this theory has very pertinent applications in real life and, specifically, in B2B marketing.
by Sean McCoy. In the journey of internal brand-building, the world is seldom perfect and, as hard as we try, it does go wrong from time to time.
by Sean McCoy. Are internal branding and culture-building continuous or are they approached cyclically?
by Erna George. A level of predictability is what makes others feel safe; it is something they can depend on. This is exactly what a brand does; otherwise, we might as well pack products in a white cardboard box and identify its contents in black Arial font.