ABSTRACT
Lean principles have changed howwe create, sustain, and recreate brands. Thanks to the internet,
consumers located anywhere on Earth can form die-hard perceptions about a brand’s offerings
with the click of a mouse. In such an interconnected world, it is essential to recognize the impact
that branding has in business success. Designing and sending the right brand message is now a
strategic business endeavor, and it involves stakeholders at every level in the organization.
