Brand identity is what a brand intends to stand for and brand image is what its customers see it as. Problems arise when these two do not align or converge. ...

The secret formula of a brand to stand out in the market is to offer a solution to address its consumers’ pain points. Atleast, that’s what most successful  brands seem to do. But do you think brands have infinite resources or a perfect product or a sales strategy to grow in a market filled with competition?  Even if brands do ...