- Published: January 31, 2013
- Written by Joseph M. Carbonara, Editorial Director
It never ceases to make me cringe. I will be in a room with some marketing expert who starts chirping about a new branding initiative. And when I inquire about the new branding effort the conversation immediately shifts to how the company's new name, logo and color palette really capture the essence of the organization and its rich history. Completely absent from the conversation, though, are the customers and how they perceive the company.