Shaddows - 6:21 pm on Nov 13, 2012 (gmt 0)
Branding: What are you for?
Amazon sells many things, cheaply.
Wikipedia talks about many things, shallowly but accessibly.
Harrods sells luxury. In the abstract, as well as the specific.
Disney is "magical"
Pepsi is "hip"
Apple is cool
Microsoft is functional
Brand identity is about the abstract. The functional aspects of your business need to support your Brand. Your brand should pervade everything you do.
The fastest way to kill your business is to betray your Brand. Just ask the BBC.
And if betraying your brand is NOT a business-critical event, well then your Brand needs more work.