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The Brand Mechanics in Marketing & Advertising Business Directory

A brand is a set of memories like a file card in a mental Rolodex, accessed at a moments notice. Branding is more than a label. It is an organizational principle that can bring cohesion to the diversity of a companys activities and its people. A brands essence is the DNA, the heart and soul, of an organization that differentiates it from others and manages its future. It is central to the ability to compete and survive. Customers can tell you what an existing brands essence is; only senior stakeholders in the brand can reveal what its future should be. Without a simple, focused, memorable and inspirational Future Brand Essence statement, a company will be without a reliable guide for the long term.

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