Clearly communicate the work without all the pomp

We’re grateful of Douglas Cooper’s support for BrandGap’s recommendations (Letters, DW 15 August). As he points out, branding is suffering from its own image problem. Initially the result of journalists sacrificing accuracy or balanced reportage for sensational copy about millions squandered on re-launches, it is exacerbated by consultancies making grandiose claims about what we do.

The gaps our research uncovered all came down to a lack of clear communication, which has led to a lack of credibility and a lack of commitment by those who are in a position to make a difference.

Jim Bodoh

Director

Citigate Lloyd Northover

jim.bodoh@citigateln.com