Everyone is a Brand Manager

Photo by Nik Shuliahin on Unsplash

What brand is, why it’s everyone’s concern, and how to operationalize brand building.

What is brand?

Some years ago, I read a book called Brand: It Ain’t the Logo by Ted Matthews. It was the first book I had read which dealt exclusively with the topic of brand. I started my career in direct marketing, an industry which saw brand building as a mere bonus to generating leads, and…