oa Journal of Marketing - Signage : helping brands find their way into stakeholders' hearts and minds



Often relegated to the responsibility of unqualified personnel, brands take the power of signage for granted. "Signage and way-finding are critical points of interaction with a company's internal and external stakeholders," explains Howard Levin, specialist signage consultant: The Switch Design Company. "From the sign at your office gate through to the pause areas and meeting rooms, signage influences a stakeholder's impression of your brand, and their direct engagement with the brand itself. As such, it needs to be used strategically and made part of your brand's greater marketing strategy." This forms part of the overall experience of the brand.


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