Nine Resolutions for 2005

“1. Build brand integrity: One of the things I love to hate about traditional agencies is the degree to which they misunderstand brand. Landor defines brand as, ‘The sum of all the characteristics, tangible and intangible, that make the offer unique.’ Itís a definition so broad as to be nearly meaningless, which leaves room for agencies to overlook the most important component, a customerís interaction with the offering…”