Brandproofing: What is it?

What is Brandproofing?

Well, if soundproofing is the process of keeping sound in and not letting any escape, I figured Brandproofing would be the right term for the art of keeping the components of a brand contained securely as its vehicle (the business) rumbles on.

Why does a brand need to be contained and what causes it to escape?

A brand is the sum of interactions between a business and its stakeholders. A business can control and influence the nature of those interactions through branding, but control is liable to slip as the…