It’s time to share the load

Marketing has traditionally been the custodian of the brand. But Decentralisation is key to making a great brand.  

If only one department owns and controls the brand, then other departments simply don’t think about the brand because they have no attachment to it.

A shared perspective will enable each department to take ownership of the brand in its own way.

Logos can make people aware of your brand and help with discovery. But they can’t tell your customers who you really are unless you build meaning into them. Your brand is the experience your customers have and then tell their friends about. 

Despite their demanding presence, your logo ...