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There’s a lot written about brands by branding experts which often descends into mumbo jumbo pseudo science designed to allow branding experts to charge 50-100 times what graphic designers charge. (I’m sorry if that sounds a bit cynical.) But here is a different, and easier to understand way of looking at your brand.
Consider what would happen if your market was so disrupted that your business was about to fail because the marketplace had changed so much. All that would be left is the essence of your business, what your old customers remember even when receiving the service in another way.
We don’t have to imagine, we can see real life examples.
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