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Brand Identity: Lower case “b” for branding

Marketplace changes “Branding” to "branding"
Brand identity represented by vintage branding example of old Bacardi rum ad

Ah…those wonder days depicted on Mad Men. Where the strength of brand identity alone could push the product straight into the customer’s hand.

Today, the power of brand loyalty competes with many other elements of persuasion. Ensure your marketing plan integrates customer engagement elements so important in establishing, maintaining and directing relationships with your audience, for natural brand positioning. To succeed, use the right tools (Facebook, Google Ads, mobile, email, blogs, customized web pages, etc) but also establish the right conversational tone.

Brand identity still has an important role to play. Now though, it’s not always in the starring role.