(Article I wrote for a Marketing Journal in 2010) Management of a branding idea is not just the identity, advertising and public relations. The maximum impact can not be derived until and unless the management of the brand touches the human face. First question to be asked when planning overall management is “How good is your brand's human side?” and not “I want to build my brand”… I have lost count of the number of times I have heard this statement in the 14 years since I started my extensive interest in following brands and their stories. And yet, as is to be expected, people have different expectations from branding and the entire process of branding. The next steps to these statements usually follow one of the following courses of action. ‘I think our identity is dated and today's consumers are young, so let's change it, and shouldn't we be thinking global?' This is good news for international brand consultants and design experts as they instantly see (...