> I work in marketing, and have seen scant evidence for the value of a "brand"
To what do you attribute the success of, say Coca Cola, rather than generic cola? Price and a good distribution network? Surely brand must contribute a little.
To what do you attribute the success of, say Coca Cola, rather than generic cola? Price and a good distribution network? Surely brand must contribute a little.
In nearly every SMB branding exercise/project I've participated in, the need for a brand, and the benefits it provides, are entirely limited to the egos of the employees.