Materials Branding - How can I tell if it's wrong and is it that important.

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October 6, 2011

Materials Branding – How can I tell if it’s wrong and is it that important.

I have a situation where I am being asked by my business leaders to use an existing concept and tag line on all new training materials that I produce.

The concept and tag line did not land in the business the first time around and I am loathe to brand anything new in the same way.

If the business didn't 'get it' am I right to assume that it is 'wrong'? Should I spend time trying to land it and make it clear or should I push for dropping it and insisting on products that do what they say on the tin?