Transitioning from a Family Business to a Family Brand
Many family enterprises develop strong branding around their visionary founders. But what happens to this brand when the next generation assumes leadership?
Differentiation Through Family Business Brands
Whether or not to highlight the involvement of the family in the business’ branding as a means of differentiating the business from its competition, is a question that confronts many family-owned businesses. In this week’s FFI Practitioner, Isabel Botero and Tomasz Fediuk explore both sides of this issue and share three central aspects of family business branding.