This article summarises Sue Mizera and James Risch (2018) “Debunking the ten most common myths SMEs have about branding: Why SMEs need real branding to succeed”, Journal of Brand Strategy, Volume 6, Number 4, pp. 362-379,
When small and medium enterprises (SMEs) fail, their demise is often attributed to causes such as a lack of proper management or poor processes for leadership, financing and planning. Those are valid, observations but they overlook a more common mistake: a failure to connect with and deliver their brand.
Writing in the Journal of Brand Strategy, Sue Mizera and James...