What is branding? From a business point of view, branding in the marketplace is very similar to branding on the ranch.

A branding program should be designed to differentiate your product from all the other cattle on the range. Even if all the other cattle on the range look pretty much alike.

Successful branding programs are based on the concept of singularity. The objective is to create in the mind of the prospect the perception that there is no other product on the market quite like your product.

Can a successful brand appeal to everybody? No. The same concept of singularity makes certain that no one brand can possibly have a universal appeal.

Yet, broadening the base, widening the appeal, and extending the line are all popular ...

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