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It is interesting that the concept of branding is being taken more seriously even as the tools for measuring brand equity remain weak. Yes, you can measure a lot of things that imply a brand’s strength, but there is no definitive dashboard. I suspect it is too complex. And why not? To a great degree a brand is a company’s personality, and it is not as if there is a formula for a personality. It depends on history, culture, habits, but in the end the personality of a business is set primilarly at the top. For that reason (and from experience), I put the responsibility squarely on the CEO. The CEO may not like it, and may not appreciate the lack of measuring tools, but the CEO will always set the tone towards the company brand.
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Jul 21, 2010