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Brand Ownership: Who's Responsible?
Most people consider the marketing department to be responsible for branding – but is that truly the case?
Explore how the chain of experiences from product quality and service design to how products are delivered, is key for brands moving forward. Andy Milligan, co-author of Myths of Branding, describes how considering the function of a brand, how we buy them and what we expect, is crucial for delivering a seamless experience across departments – to ensure your brand delivers the best outcome for its customer.