By Nicholas Ind
Branding Governance challenges conventional pondering on manufacturers. Bestselling writer Nicholas Ind and cross-cultural communications professional Rune Bjerke divulge the failings in a marketing-led method of brand-building, and provide instead a highly-participative, organization-wide strategy that provides success to staff and cost to consumers. Drawing on a variety of resources, they express that the most important to a participatory method is that consumers and different exterior audiences needs to subscribe to managers and staff as energetic contributors in defining and constructing the logo. This calls for the connection among association and consumer to be considered one of belief, recognize and authenticity.