Surely it’s not a branding issue, or could it be? The success and growth of toll manufacturing of products have mutated so much that branding is the game for consumer preference. But what if all the products are one and the same but the packaging, positioning, pricing and target markets differ? Is it true the suckers are the consuming public drawn by media and advertising money, with government regulators sitting back, condemning the practice as capitalism? But is this capitalism, intended to fool the people?

Branding, as we promote it, is the consistent delivery of the brand promise, which generates integrity for the brand—in other words, it is the truth about any deliverable product or service. Yet, we are confronted with real issues in this industry such as a concerted effort to manipulate the consuming public through the use of marketing techniques.

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