Ex Cetera

Perspectives on brand identity & design, corporate branding, product branding, personal branding, brand culture, brand storytelling, ex cetera.

If Sales is a sprint and Marketing is a marathon, then Branding is a triathlon.

If you’re responsible for corporate or product branding, you have to be in it for the long run. The very long run. Look at brands that are leaders in their categories [Coca-Cola, FedEx, IBM, GE, McDonald’s, Toyota, Google, Amazon and Apple] and it’s clear they’ve been winning their triathlons for years, decades, even centuries.

The Sales function understands the role of marketing and the value of branding. But it can all go out the window when numbers aren’t being hit. Bringing...

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