5 ways service branding differs from product branding

Many services make big mistakes when they attempt to brand themselves, especially when they try to impose product-branding protocols on their identities. We’ve written in the past about  How to think about branding healthcare services. While the branding process is the same—discovery insights about customers and completion, brand strategy development, […] keep reading

Why branding’s worst enemy may be advertising

“Let’s just get the ad concept right, then we’ll add the branding to it.” “We’ll write the tag lines after the ad concepts are done.” “Branding is more of a collective, long-term goal; advertising is for the here and now.” These are verbatim quotes from ad agencies with which I […] keep reading