Taking Care of Brand-ness

April 2003 SFAMA Market Watch

In today's world, there's little room for argument that such a repository should be web-based. The technology for managing, protecting, and distributing the numerous digital files that make up a brand through the web - and for keeping close track of them - is well in place. Companies that fail to take advantage of such technology and leave their brands vulnerable to misapplication - and to inconsistent recognition - do so at their own peril.