Branding is as basic as breathing for marketers. It’s also the only way to get a business or product identity. Branding is variously fashionable or unfashionable, depending on who’s talking, but the fact is that brands are the commercial equivalent of SEO for consumers. A brand profile is the image of the product. Some brand profiles are aspirational, some are “street”, some are desperately upmarket. The fact is no brand = no name.

read more »