The most important factor in any branding exercise is not the name of the business but what makes it different from its peers, advisers heard at PA360 North.
Mark Polson, principal at consultancy the lang cat, said branding in financial services was about "distinctiveness and not worrying about what people think". He shared his experience personal experience of building a brand from scratch and outlined why he went with ‘the lang cat' which is named after a song. "The name is not important. I am interested in words, brand, visual identity as well as all the financial stuff. I thought it would be fun to see if I could get away with calling my business something weird," said Polson. "I thought maybe we could try something here - do someth...
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