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“Everything You Know About Branding Is Wrong” – By David Galullo - Essay Example
“Everything You Know About Branding Is Wrong” – By David Galullo
An article was published in Forbes Magazine on 3 December 2013. It was written by David Galullo, CEO of Rapt Studios. …
Gallulo, (2013) stated that if any marketer of major corporations is asked, most of them would agree to the statement that “Branding Is Everything.” Gallulo, (2013) stated that despite of having known the importance of branding as everything, people still misunderstand, misinterpret and use the word branding in a vague meaning. Even though branding is an integral source of success for the organizations, yet the approach towards branding is incorrectly utilized. Historically, branding of businesses used to be done through silos. This means that the business used to hire an advertising agency to carry out its marketing activities whereas another firm is appointed for developing the official website of the company. Above all, that appointed organization is contracted to complete the overall design of the organizational environment. This scheme of branding is resulted in relatively weaker branding outcomes such that the brand actually failed in creating its own brand personality and the organization could not achieve its desired goals through branding in various different fragments. Ultimately, the brand could not connect the customers and employees to the organization. In new era, branding is something more than what it is perceived by companies. It means that businesses do not merely offer their products or yell at their potential customers just to come and shop their products. ...