©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
When it comes to branding, the larger danger is spending too much, rather than spending too little.
It’s a myth that having lots of brands and plenty of branding is good for business. After a certain point, both brands and branding cease to be useful–and, in fact, can be positively toxic. To understand why, though, it’s first necessary to differentiate between “brand” and “branding.” You’ll see why in a minute.