©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.