This morning we read an article by Brian Miller, strategy director at Sense Worldwide and contributor to Fast Company. He argued that those who focus on branding above all else are at best misguided, and at worst wasting their company’s (or clients’) valuable time. He believes that brands are merely a by-product of a company’s offerings and the communication that accompanies them—that companies should focus on the product, and let the branding chips fall where they may. It’s a compelling argument, but it’s not without flaws. Continue reading →