The next time your company votes to change the brand

Chris Houchens is right on the nail

The next time your company sits around a table and "votes" to change the brand...

…ask yourself if Pluto is a planet.

No matter what the marketing department think, no matter how insistent the designer is about the logo, the right font or the pantone specification for the corporate colour you won't change the customer's view overnight with a new coat of paint on the brand

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The brand is built in the mind of the customer not across the boardroom table, concentrate on ways to change how the customers think about the business rather than the logo

technorati tags:Ninefish, think, strategy, brand

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