Many branding experts spend a lot of time pontificating over the wonders of branding. However, this approach does nothing but confuse and complicate what’s actually a very natural and logical aspect of commercial marketing.

In this article we explore the key aspects of brand identity and why it’s so integral to business growth, as well as dispelling some common myths.

Are brand communities the future of online business? Through social media technology brands have unprecedented access to their customers, but how will this effect future marketing communications?