How Obama got his branding right
Owning a word is as important for brands as it is for US presidential candidates, says marketing guru Al Ries
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I think the article is quite interesting.However, on the 3rd point made by Mr.Ries, I am not too sure if thinking in decades is best when brand is a technology/evolving one. The proposition can keep changing and might be in best interest. For example, Airtel has a common graphical image, but their slogan keeps eveolving from 'Express yourself' to 'Communication breaks barriers'.
Rohan