Avoid swerving the less sexy side to brand management. Tackle it head-on. Nobody ever wants to take ownership of the mundane. Take corporate stationery as just one example. Brand offload it to Facilities. Facilities offload it to Legal. Legal offload it back to Brand and the onerous cyle continues. Except, when it boils down to it, it will always come back to brand management like a boomerang. Regardless of whether a letterhead is sporting the wrong office address or the