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Patience is critical.
One thing that annoys me is the hypocrisy I see among the media, the investment community, and shareholders. On one hand, those groups said that too many dotcoms didn't understand brand building or that brand building is a process that takes years, not months. On the other hand, those same people were expecting results in a matter of months. You can't have it both ways. In the packaged-goods field, branding strategy usually revolves around creating an image for a product that will differentiate it from its competitors.