| > then you can eventually think about your companies branding. Not sure that I can find common ground with this statement. Branding is something that tends to be poorly understood (or supported) by "doers," (usually the tech people that are implementing the product). The thing is, no one really appreciates a brand, unless it is successful. I worked for a company that was (possibly still is) one of the premier brands in the world. They had no cohesive branding strategy for about 75 of their 100 years, and ended up "retrofitting" a cohesive branding strategy, in the 1990s (my boss, who eventually became the Chairman, was behind that). It was quite painful. It ended up working out, but there was a lot of agita. I think we shouldn't "bikeshed" branding, but we'd be well advised to keep it in mind, from Day One. |