In my former corporate life, I was consistently amazed at the communication gap between the people who made the products, and the people who marketed and sold them. Being a tinkerer and a social problem solver, I would always try to find a way to bridge the gap between the makers and the marketers. Sometimes these efforts were successful, sometimes they were not. Yet in the course of trying to solve the inner workings of the corporations I worked for, I stumbled upon what I believe to be some universal truths about branding and product
In the American branding structure, there are really only two types of brands: consumer-focused or product-focused. If you are going to do any work mucking around with your brand, or you are getting paid to muck around with someone else’s brand, you?d better know which type of brand you have.