A senior executive recently told me that the brand name his company chose didn't really matter as, over time, the brand would be defined by the service it delivered.
It got me thinking whether he had a point and, in some respects, he is right. A brand like Siemens, which has a strong global presence, hasn't been limited by its name.
So, does considering your brand name really matter? The collapse of our economy has...
Subscribe from just €1 for the first month!
All Digital Access + eReader
Unlimited Access for 1 Month
Then €19.99 a month after the offer period.
€149 For the 1st Year
Unlimited Access for 1 Year
90 Day Pass
Unlimited Access for 2 Years
Get a Business Account for you and your team