Creating Harmony Instead of Cacophony. Managing a brand
identity is somewhat akin to conducting a symphony
orchestra. The audience's expectations of quality and
selection must be clearly understood. Gifted musicians,
trained to excel as individuals, need to perform as a
team, executing their parts flawlessly under the
watchful direction of a skilled conductor. While behind
the scenes, scores of support personnel — sound
technicians, lighting directors, stage managers and
others — provide ambient and technical assistance.
Artfully crafted and expertly rehearsed, the performance
should culminate in thunderous applause—or, in the case
of a brand, bullish marketplace enthusiasm. Pdf-file