Mama's 'Common Sense' Recipe for Branding

Blair Harsh

The author discusses some of the basics of marketing that may have been forgotten in the hype of the recent dot.com brand launches.

Mama's 'Common Sense' Recipe For Branding

Questions that clients and agencies should be asking each other

Blair HarsheBrains, Inc

We all know the power of a good brand. I mean, just ask someone the difference between a Coke and a soda, a Mercedes and a car, or a pair of Nike versus no-name shoes. The fact of the matter is consumers are willing to pay 30 percent or 40 percent more for a pair of Nike, or to make sure that they have Coke on the shelves at their next party. There is an emotional connection which consumers think...

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