Brand management need not be a full-time job in small organizations, but the smaller the company, the higher up the corporate ladder responsibility for brand management should reside.

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When it comes to branding the company, direct access to the CEO and other senior staff members is essential. After all, they are the folks who set the direction, determine the values, vision and mission for the company, and reflect the corporate personality and culture.

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I believe in today’s environment that branding should be a strategic process. For either a product or a company, the idea of branding for the short term means tactics that does not usually serve the brand well.

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Radio Shack will become known now as “The Shack”. The old name was just too restrictive. True be told, it was always too restrictive, even when they were mostly selling do-it-yourself electronic kits.

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Branding boo-boo by FirstBank, the largest regional bank in Colorado. What do badly-cloned lambs, a sleazy spokes person and his clone have to do with incentives for opening a bank account?

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