Do brands matter any more? Yes, and here’s why: done well, the brand can define the organising principle of the enterprise informing the entire experience of customers, employees and other stakeholders. There are an awful lot of companies and agencies around that say they will help create, refresh or reinvent your brand. Many of them have unfathomable models that obscure and don't inform. You may have come across the brand onion, brand pyramids, we’ve even come across the bra