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Just read the manifesto; I agree mostly BUT I think real branding is actually about boosting the top line (which allows you to improve bottom line), and over an extended period. Focus on boosting the bottom line is achieved by lots of things including (short term) stuff like cutting budgets etc. Top line growth comes only by selling more and/or higher prices achieved by having- you guessed it- a stronger brand....


I love this checklist. I think that if you can objectively audit your company's brand portfolio strategy/plan/culture against it you can provide yourself a benchmarking tool against which to measue progress and keep yourself/team/board honest!

David Taylor (brandgym)

Fighting talk, that's what I like to hear!


...for we must continue to fight, because there are so many crap branding examples... and we're mad as hell, and not gonna take it any more!

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