A Brand by Any Other Name...

Leaders from Glossier, Shopify, Mastercard and more will take the stage at Brandweek to share what strategies set them apart and how they incorporate the most valued emerging trends. Register to join us this September 23–26 in Phoenix, Arizona.

Without a clear definition, will industry pundits who say branding is irrelevant be proven right?

“Know Thyself” was inscribed above the ancient temple doors of the Greek god of prophecy and enlightenment, Apollo. We should take heed.

The democratization of brands in our modern age is profound, but the democratization of brands’ definition is not. Mutual client suspicions and holding company interests underlie the growing debate of brands’ added-value role.

Competitive advantage is established either upon price or differentiation.

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