Chapter 7

Brand Strategies

A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.

—Jeff Bezos

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Everybody knows what a brand is. We have brand name clothing, soft drinks, automobiles, airlines, and even political parties. The term originated as a method to differentiate one product from another when, during the industrialization period the production of consumer goods moved from small, cottage, suppliers to mass produced plants. In those days the manufacturers would, literally, burn their name into the wooden barrels and containers they used to ship goods around the country. This served ...

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