Why the “Power of Branding” Is a Myth

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.


Brand is important. No question of that. A strong brand can make it enormously easier to sell.  However, the notion that “branding” can create a great brand is a myth.  Worse, it’s a myth that can cost you a lot of money, without getting much in return.

By “branding”, I mean the panoply of marketing activities like brand-focused advertising, packaging, marketing materials, logos, taglines, and so forth. In almost every case, money spent on these activities is money wasted.

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