The business of branding: From vision and values to hearts and minds

By Jason MacKenzie FCIPR FCIM,  Managing Partner, Corporate Communications  I’m preparing a branding workshop for a new business, going back to brass tacks* and writing it from scratch. It’s a cathartic process, provoking me to question the value of branding, and the journey a brand takes from conception to birth. Most people fundamentally misunderstand ‘brand’. …

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