Breathing magic into a brand

The authors of Executive Insights have been invited by this magazine to offer their professional opinions and analysis to you, the reader. Executive magazine does not endorse the analysis of Insight authors, nor should the Insights be interpreted as reflecting the views or opinions of Executive or its editorial staff. “Any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand.” While he might have said it somewhat bluntly, the words of former ad executive David Ogilvy certainly ring true. In its purest form and narrowest dictionary-like definition, the goal of branding is to make a product or a business look distinct from its competition, and provide it with a competitive edge that can translate into a whole lot of dollars and cents. This is why for decades, and some might argue centuries, people have been on a quest to find a