Ray Taylor attempts to demystify the subject of brand creation and advertising in an article first published in the Financial Mail on Sunday.
More nonsense is talked about brand building in business than most other subjects.
It is one of the great intangibles - expensive to create, difficult to measure and impossible to manage. Some say businesses can spend their way to a brand, with lots of pricey TV advertising. Establishing a brand is not about advertising. It's about winning trust. People don't shop at Tesco because they have seen the ads.