In the marketing world, branding is a high-value endeavor. These amorphous ideas of brand personality, voice, and values have become so important that for some companies tangible assets now comprise only 30 to 40 percent of their total value (Simon, M. [2011, March]. Brands in Context. Journal of Advertising Research, 51. 189-194).
Marshal D. Carper
Marshal is an author, content marketing strategist, and founder of Carper Communications. He helps brands build lasting connections with their audiences and pushes his clients to pursue innovative, next generation strategies.