Business + Branding

Business drives branding; branding builds business. "If a company does not have a good business strategy, there is no way to develop a good branding strategy and all the elements that will need to be designed and executed to get it out into the world," says RitaSue Siegel. That business strategy hinges on strategic thinking, practical planning and razor sharp focus on what needs to be done so that scarce resources (and they always are) can set about making it happen.