The sometimes elusive concept of “brand” is very real and useful to businesses and organizations of all kinds and sizes. A brand encompasses an array of tangible and intangible elements, from a company’s name and logo to consumers’ expectations of a particular product or service. For instance, the names and logos of Mercedes Benz and Lexus usually make people think of reliable, well-built, luxury cars. Wal-Mart and Target are most often associated with large inventories of everyday goods at discounted prices.
Who doesn’t like finding a package they ordered online on their doorstep at an unexpected time, like, say, late in the evening just before you turn out the porch light for the night?
Consumers have come to expect quick delivery of parcels, often at odd hours of the day. This new paradigm...Read More