Brand Reinforcement in the Built Environment

October 14, 2009

“Your brand can be crafted but it’s largely what the public puts on you.”

Effective branding must employ associated and active principles relating to the brand in question – desired attributes cannot be applied with the assumption that such will yield predictable results. The “active principles” in turn must echo corporate core values — otherwise there will be no brand staying power in the long run. Brand must be carefully crafted and managed, it cannot be expected to function independently.

And while public perception certainly is a significant factor, it — like the brand itself — should be managed and cultivated.

Here’s a related aside, in this slide show the U.S. dollar (an iconic brand) is given a makeover:

http://www.thebigmoney.com/slideshow/new-buck-starts-here

We’ll get to the brand reinforcement in the built environment shortly…

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