Quotable.

• Position: Marketing News

What's This Branding Stuff?

When you use the word "branding," people either think you are talking about advertising or they don't know what you are talking about. So we ask these questions: "Who are we and what do we do?" "Why should people do business with us rather than someone else?" "Why should employees work here rather than somewhere else?" "What are the reasons to believe us?" and "How do we know we are...