Source of much branding wisdom

There’s a source of much knowledge about branding trends and principals available to all. It’s called It’s a service of Interbrand, a well-known and well-respected branding consultancy for major global branders.

But they have established this resource which is a forum and sounding board for any and all people interested in branding.

In fact, I’ve submitted and had published several articles you can find in their extensive archive. Once you’re there just search for “Jelsema”.

But besides me, hundreds of people with thoughts about brands and branding have submitted papers with subjects as far-ranging as “Using Music as a Branding Element” to “Branding in and for the China Market”. What a valuable resource! It’s all available free through a keyword search. also contains a directory of branding resources, features a new debate and a new feature article each week, profiles people and firms involved in branding, and reviews books and of course, publishes Interbrand papers, reports and publicity.

Anyone interested in branding should check out

Martin Jelsema

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