Corporate Branding, not product branding is the mother of all communication challenges. With a product or service brand each message from the brand is a unique “promise kept.”  “I’m loving it.” “The world’s local bank.” But roll up all of Coca Cola’s brands, Coke, Sprite and Dasani; Apples brand’s, iPhone, MacOS, and ITunes and the challenge is to build and maintain a symbiotic eco-system in and around the mother ship corporate brand. An eco-system that is in dynamic equilibrium as each sub band is launched, declines and is renewed or retired, but remains true to the corporate brand position. It’s like herding cats…on Ecstacy!

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