Is your store a brand or simply bland?

These days, practically every business you encounter says it is branding itself, but it's staggering how few of these businesses understand what that really means. Nick Fairburn reports.

The term “brand” is an abused and confusing word. “A leading brand” is distinctly different from “a well-known company”, and it is downright misleading for companies to say they are “creating a new brand feel&...

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