It can be argued that a strong brand is more useful than it’s ever been. Product and service categories, purchase channels, media channels and marketing messages have all fragmented. Our audiences are assaulted with an increasing number of daunting and ever-changing choices, each presented in a myriad of ways. At the most basic level, a strong and consistent brand cuts through the confusion, and makes it simpler for our audiences.

It’s much easier to choose something you know and like.

– Joan Withers MBA, CFInstD