17 December 2007 - 15:47Introducing 2020 FocusOnBrand.com

We introduce this online exchange to promote discussion and to provide resources on brand and branding. We are of the opinion, as proposed by Jim Hughes and the Brand Establishment, that brand development is a corporate initiative and not a marketing initiative. We see brand development as a process of uncovering a company or organization’s evidence of distinction and that branding is the tactical application of delivering the brand message.

From my perspective of 30 years in B2B marketing, there appears to be a gradual emergence of marketers having a clearer understanding of the importance of brand in their marketing efforts, and I am seeing an increasing amount of books, white papers, and advertising/marketing industry media coverage on the subject.

We intend for 2020 FocusOnBrand.com to act as a portal where information on brand and branding will be available, and further discussions can take place. Look for our postings on brand topics shortly. We also welcome contributions from fellow marketers.