The resurgence of interest in branding, brand values and brand marketing is born out of necessity. The over dependence on SEO and Pay per Click has resulted in customers assuming that all product offerings are fundamentally the same and that therefore the only differentiator is price. The end result has been the decimation of margins and the undermining of both core brand values and marketing budgets.
So where do we begin to restore the balance? The answer lies is the development of a true and comprehensive brand strategy. Once created a great brand strategy will act as an invaluable cornerstone for any business. It becomes a reliable benchmark to test both old ideas and new and a litmus test for even the most unlikely of opportunities that emerge. Get it right and the value to the business is priceless from sales to recruitment and expansion to exit strategy. This is where old school brand marketing and new age digital age brand application must come together and integrate.