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BRANDING: Best brand 2005 - Bank of Scotland Corporate

Bank of Scotland Corporate chosen as the 'Best B2B brand 2005'

There are many misconceptions about what makes a good or strong brand. Foremost amongst them, is the idea that a brand is nothing more than a logo or badge that a company can slap onto itself, and say: "look: this is who we are and what we stand for." The truth is that good branding is about much more than what the organisation aspires to: it must be a reflection of what it actually is, and how it acts, thinks and behaves, across all its activities and interfaces. If the brand promise is not backed up in reality by the experience that the customer (and the wider market) has with the organisation, it will prove to be little more than a facade.