I had the great opportunity to speak to a group of nearly 100 business executives and MBA students at the International School of Management in Beijing in February 2000. I learned a great deal about branding on the Internet from my trip to the Beijing Zoo. Here's my top nine tips.
Brand is everything.
People come to see the Pandas. They get star billing. Their habitat is the first thing you see. Because people love pandas, the zoo can make money selling stuffed panda dolls, dancing panda dolls, panda umbrellas and panda hats. The zoo exists for the Pandas.