If you think it s just a brand, think again.
Good ideas have a way of hanging around, of continually popping back up.
Several decades ago, the brand was king and could do no wrong. We embraced immediate gratification and cast aspersions on anything that required us to invest, to build and reap future rewards. It is even more interesting that the source of this renewed appreciation for branding is being led by the newest of businesses, Internet companies. The same financial analysts who in earlier years wanted quick results the kind tactical marketing programs could provide are now placing high values on Internet stocks that are building their brand , even though they have no current profitability. In the end, all you have that represents those intangible benefits of your worth and your goodness is the tangible representation of those things your good name.