So why do SO few companies ever develop into a Brand? Is it management, infrastructure, accounting/financing, the business model, product development, marketing, sales, leadership, risk management, innovation, branding, policies…? In truth, VERY few companies do ALL of these well. They will usually excel at one, maybe two….. Why do you suppose that is?
Did you know that the word “company” comes from the Latin word “companio” which means companions, a term applied to a group of soldiers who fight together and protect each other. Do you get a warm fuzzy feeling when you think of the word “company”? Distribution, infrastructure, accounting, marketing, production, warehousing, insurance, contracts, publicity, media, [...]