ABSTRACT
This chapter suggests that the readers interact with the content from the get-go by: capturing their perceptions about branding and desired outcomes from the book at the outset, a benchmark to evaluate progress in learning the process and fulfilling expectations. What the clients believe about branding initiatives in general and managing the process with their internal teams and stakeholders. The branding experience is all from the consulting side of the equation. Senior client management is focused on gaining alignment and commitment from their internal audience required to implement the process with success. As such, they need to deal with the systems and culture of organizations which can often raise substantial executional barriers. Their insights about the process, i.e., the politics and bureaucratic beliefs that are often not in sync with risks of implementing a creative concept.
