You may find the results of a survey conducted by the Branding Forward Project interesting and helpful to your efforts.
The Branding Forward Project, a collaboration between Mechanica and Fast Company, is an ongoing investigation of the challenges and opportunities faced by those on today’s branding frontlines, and the tools and approaches being considered and leveraged. The study reveals a branding world that is undergoing a very real, and often polarizing, transition.
These are the opinions of 643 ad agencies and client side marketers working in booth consumer and business to business marketing. My take on this survey is that you should consider that different size companies have different opinions about branding. This survey does not differentiate the size of the organizations responding, so view the results with your situation in mind.
http://www.marketingprofs.com/charts/2011/6152/is-brand-marketing-in-a-revolution-or-evolution
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