Only one product can be the cheapest—the rest have to justify their premium. This is where branding comes in.
Contrary to popular belief, branding is not about creating a pretty image for a product, service or organisation. It is actually about getting to the source of its identity, and giving that identity a distinctive and appealing face.
Branding is not confined to commerce alone. Individuals, communities, cities and even nations are brands, and can be strengthened substantially through a mix of insight and imagination. More&