Billion-Dollar Branding

Two advertising veterans explain the myths about branding—and how even the smallest businesses can benefit by defining themselves to their customers.
 
Branding may be the single most misunderstood concept in marketing. It’s not only for big businesses with big bucks. It’s not about a logo, a color, a font, or a type of advertising. Branding is defining a company’s image in such a way that the cus...