I have also come across clients who want to avoid any discussion of branding, because they was to focus on ‘retailing’ or ‘selling’ and see branding as an unnecessary expense Worse still I have come across a number of clients who think that branding is all about their logo. this is again partly due to […]

I have also come across clients who want to avoid any discussion of branding, because they was to focus on ‘retailing’ or ‘selling’ and see branding as an unnecessary expense Worse still I have come across a number of clients who think that branding is all about their logo. this is again partly due to a lack of understanding of branding and partly because the design industry so often calls a logo an brand, brand mark of brand identity. I have also had any number of clients that think branding is all about advertising campaigns. I suspect that they think this because that don’t understand branding, and the advertising industry has generally sold it as an advertising discipline. Of course, all of these positions are wrong. A logo or brand identity is nothing more of less than one of many patrial reflections of the brand. It is important and should…