Branding in the Digital World
By Marc Oestrich

"Branding" is one of those pesky words in business that means something different to everyone in a company. A brand manager (author's note: I am one of those) is quick to tell you the importance of branding and the breadth of services that ought to fall in its bailiwick: sales training, mission crafting, web strategy, new employee guidebooks, and so on.

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