Branding should not be a feel good exercise. Branding should be commercial process that adds tangible value to a product or business. Branding can increase productivity, and revenue. It is the key to attracting retaining and getting the best out of the best staff. It is also the key to maximising sales, margins and the lifetime value of each customer. This slide deck and the associated webinar outlines a more strategic, commercial and scientific approach to branding.