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Brand
Identity, Corporate Identity, and Brand Image by
Scott D. White
Brand identity is the complete package of a business to its customers. It
includes the company's service reputation, product quality, features, benefits,
performance and value. It is the summation of all these things, which create
brand identity.
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You Can't Outsource
Inspiration by Rick Nobles
The battle for the future of business is over and most people don't know who
won. Here's a hint, if you're linear, logical and rational, I'd like to be the
first to offer my condolences.
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Branding,
Positioning and Differentiation by Scott
D. White
Different products need to be different brands with different names. However,
the only thing common about this sense is that it's all too commonly ignored in
the hopes of cheating risk and the possibility of failure.
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