“Back to Basics” Branding Philosophy

By Sidney Evans The most effective brands on Earth are abundantly clear about “who they are” and obsessive in monitoring how consumers see them. Brand architects are often seen as magicians because of their ability to make the unknown known. The plethora of approaches in the marketplace rival Las Vegas in terms of breadth and scope of choices – enough to satiate any appetite. However, this can have a deleterious effect because of the cascading effect of over complicating an already cumbersome process. This is largely because “branding” has become the buzzword of the moment. Surprisingly, I have met...

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