AllAboutBranding.com : Communicating

	Brand attention disorder


Too many companies fail to fully think through the written expression of their brand. A copy strategy provides not just a powerful framework for creativity but also a consistent context for judging whether the spirit of the brand is being upheld at every verbal touchpoint. So why aren't more companies doing it? Contributor: Mark Di Somma
	Branding on the Internet


This paper argues that the principles of branding are the same whether we brand on or off-line. It is imperative that we realise that the days when branding = communications are long gone and we must realise that today branding = relationships. This change in customer interaction dynamics and the developments in our attitude to branding will result in radical new ways of making branding 'stick'. Contributor: Helena Rubinstein


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