According to Landor, branding is the articulation of business goals to the marketplace. The key problem for a lot of companies is the pressure from Wall Street to deliver quarterly revenue results, while branding by nature is a long term process. I have worked on several branding initiatives – The Axis Inside campaign, the It's the People ORYX campaign and The New Vision in Informational Networking campaign. These campaigns touched upon every facet of branding – from name selection and look and feel design to measuring brand equity.
According to Landor, branding is the articulation of business goals to the marketplace. The key problem for a lot of companies is the pressure from Wall Street to deliver quarterly revenue results, while branding by nature is a long term process. I have worked on several branding initiatives – The Axis Inside campaign, the It's the People ORYX campaign and The New Vision in Informational Networking campaign. These campaigns touched upon every facet of branding – from name selection and look and feel design to measuring brand equity.
