I was recently asked by a journalist about the costs of our consultancy for a particular client.Apart from never divulging individual client fee agreements, I was more disappointed with the attitude towards us as a cost, as opposed to an investment.It touched a raw nerve…
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Like ‘branding’, ‘sustainability’ has become a word that means different things to different people and is in danger of becoming just as overused and misused.As a brand consultant, I am dismayed at the still prevailing idea that branding is simply the marketing signature of a…
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