Branding is of course important. In professional services the brand is often closely linked to the people within an organisation - their ability - but also the way they interact with others. Brand is a cultural issue.
Negative views of brand are becoming more common – marketers must remember why the concept is so important. Research conducted by IBM last year showed that 80% of consumers feel the average brand doesn’t understand them as individuals. Meanwhile, controversies across sectors are destroying public trust.