Branding

Branding, as I mentioned before was all the rage during the "Dot-Com" boom. Companies were spending millions of dollars in Venture Capital money to get everyone to know about webvan.com, pets.com, kozmo.com, flooz.com, etoys.com, boo.com, mvp.com, go.com, kibu.com and govworks.com.all of which failed miserably.

Why did they fail, they had millions of dollars backing them up? Did they somehow forget what Branding really is, or did they perhaps put too much reliance on the term branding, and forget about ensuring that there truly was a market for their product or service?

Did they have a measuring stick to identify what their product or service would accomplish within the desired market segment?

There are very important questions that need to definitely be answered unless a company falls into the same trap that these savvy investors fell into in the late 90's. Make no mistake, some of our countries brightest were involved with many of the companies I named above; however the results were all the same.

First, a company needs to identify what it is that they truly want to brand. Is it their name? Is it their product? Is it a way of doing business? Is it a strategy? Breiter Strom can help you identify what it is that is going to be your largest asset and work from there to assist you with your branding needs. Read more...