A brand’s image was once developed almost exclusively by a marketing team alongside a company’s most brand-savvy senior executives and partners. Brand image was carefully developed and managed closely.
Today, it’s a company’s employees and customers who increasingly make the brand, not the brand itself. It is through their point-of-view that a brand’s story unfolds. Employees and customers are defining a brand’s image, demonstrating what a brand stands for and visually story-telling on a brand’s behalf. And this happens, like it or not, every minute of every day.
