2.4. Play #18: Differentiate, Differentiate, Differentiate

When starting any new initiative, I like to seek the insight of the brightest minds. My "go to the guru" approach led me to hire Bruce Campbell to help brand salesforce.com. Bruce is one of the best admen in the business. He branded and launched Saturn, was part of the "Tuesday Team" for President Reagan's Morning in America TV campaign, and helped in rebranding public television, Bank of America, and the Gallo Winery. I shared with him our "End of Software" mission, and he came to me with an idea for a NO SOFTWARE logo (the word SOFTWARE in a red circle with a line though it; think Ghostbusters). It was perfect. It was simple. It was sexy. It was fun. I especially liked that it fit ...

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