Branding is the process by which you try to become the first business a person thinks of when they consider buying goods or services in your category. If you can “own” a word in the public’s mind, you have a huge competitive advantage. Branding is the process by which you attempt to differentiate your business […]

Branding for Profitscopyright 2002 Pavel Lenshin General meaning of the Brand is quite abstract. In short,brand is the image of your product, if we speak aboutproduct branding and/or the image of your company if we dealwith corporate branding or, in case with one man business,brand of personality. Since the majority of online venture start-ups arerepresented […]

Our experience as customers offers great instruction into the concept of branding. Come with me on a recent “experience” and you’ll see what I mean. Here’s the situation: I want to order an 800 number. On my AT&T bill is a customer services number. I call it. A voice mail gives four options. None of […]

I am sick and tired of marketing geeks touting the beauty of branding, brand building and just spouting branding in any context, especially when the term is used with “internet” or “web” or “digital!”You can’t have a conversation today for more than five minutes withoutsome marketing type throwing in a line about brand building! Branding […]