Chapter 2
“Oh, yeah,” the plant manager said as we toured his site. “We had our company brand done by our first ad agency. That was years ago. We knew branding was important. You can’t help but read about it in our trade magazines. Branding is the buzzword in our industry. Didn’t you notice our brand? It’s on our business cards, our building sign, and our trucks.”
We’ve engaged in a variation of this conversation more times than we can count over the past two decades. People still confuse brands with logos. Even though the discussion of brands and how they work has been around for half a century, brands are still a mystery to many business people.
Brands, in a more primitive form, have been around a very long time. We marketers ...
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