Although some elements may be more important at a variety of points in the company’s life cycle, a truly effective business strategy includes a variety of marketing disciplines. Branding determines the style and direction of advertising. Advertising can create awareness for new leads. Product marketers can take those newly aware leads and turn them into customers.
Look around at the brands that have stood the test of time. If you look closely, you’ll see that successful ones have found a way to adapt to the modern world – whether that be digital applications of their identities, adapting to changing consumer lifestyles and needs or finding better ways to build a mousetrap.
Brands tell the world what you stand for with every color, word, and image you use. Effective branding makes you memorable, so customers can easily find you.
Before you can put a new name on something, you need to be ready to deliver something new, not just the same thing with a new name. Sometimes that delivery requires significant investment beyond the development of a logo