[Angostura]

> I work in marketing, and have seen scant evidence for the value of a "brand"

To what do you attribute the success of, say Coca Cola, rather than generic cola? Price and a good distribution network? Surely brand must contribute a little.

[asdfasdfa11112]

I don't know much about how branding works at that scale. But I don't think it's very effective for small/medium companies, and can be quite a money sink.

In nearly every SMB branding exercise/project I've participated in, the need for a brand, and the benefits it provides, are entirely limited to the egos of the employees.