This is an article I wrote last year for Oil & Gas Magazine, I wanted to share it with you. It’s a bit long for a Blog, but it should be an easy read.
Branding in a Hybrid World
by Juan Barrera
In a hybrid world where a new blog is created every second* and where a business needs email more than they do paper in order to operate, creating a brand has become a complex and multilayered endeavor. “Branding” seems to be an “in” word in marketing now a day, but very few really understand what it entails. Branding seems to be misconceived by some as having a “hip” name, “cool” logo, stationary and collateral material, maybe even a flash website. Although these items are very important to building a brand, there are mere elements that play a moderate role in developing brand equity
Read the rest of this entry »