However, I’d also like to add that branding is so much more than a communications exercise. It doesn’t matter how much passion you have, how much you spend on design and creativity or how socialable you are, if you are not delivering on the promises made in the communications, your brand will fail.

Branding is also about operational excellence and customers. Branding is now an organisational responsibility, not just a departmental issue. Investments must also be made in organisational excellence, responsiveness, customisation and relationships. Furthermore, customers are now not just a sales figures on a spreadsheet, they are partners in a collaboration.