That's the most essential question that is asked in the marketing community. The constant need for definition and differentiation has left many companies wondering what their identity is, both internally and externally.
How is my company seen? What does that mean for my brand? Do I have to change my brand? How do I make this fit into my brand? All of these questions contribute to what is perhaps the most important art in the business community today -- keeping a brand on point.
This blog is designed to explore all of these topics and more. I will opine about professional pieces I see and discuss the merits and drawbacks to these efforts. After all, it is the consumer base who will determine how a brand is perceived, and what better way to understand the consumer than to have him or her writing about their opinions?
Thanks,
Matthew Bick
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