What comes first, the brand or the business? Not so long ago this would have appeared a rather facile question.
A business is created from the spark of an idea, seizing an opportunity, securing resources – and all articulated in a manner that satisfies customers while delivering profit. Once the business gains a reputation, matures and evolves in its chosen market, the name or names associated with that company begin to take on values, personalities and a character of their own. Voila, the brand is born and can be developed to further the objectives of the business.
