Our point of view
There is an assumption that the techniques used in product branding can be applied in a services and corporate context. Our view is that this assumption is not only false, but dangerous. Simply put, product branding is about the product; service branding is about the provider. Product branding thrives on novelty; services branding thrives on consistency. Product branding is image-driven; services branding is relationship-driven. Authenticity for products means "keeping it real" for services, it means acting with integrity.
Details to follow — we currently have two articles in development. The first focuses on the errors caused when a product marketing mindset is applied within a services context. The second is a detailed examination of branding within a professional services environment.