There is considerable debate on what constitutes a brand. Brands are much exploited, but still too little explored. A clear statement as to the nature of a brand and how the idea of ‘the brand’ has developed is crucial, both for the valuation of a brand as an asset on the balance sheet and for positioning the brand strategically. A brand is more than a logo, color palette or a slogan. It’s the driving force behind your business. Corporates and startups alike should crack the brand code to fully apply its power! Read all about it here.