On Branding and the Information Age:
Branding and brand identity is a marketing approach that is reshaping the
business paradigms of the next century as the brick-and-mortar business models
of the last half of the 20th century crumble. Virtual commerce rules. Or, as
Hal Varian, Professor at UC Berkeley Haas School of Business
(sims.berkeley.edu/~hal), discusses in his new book with the double entendre title, Information Rules.
But what is a "brand" exactly?
Scott Galloway, CEO of Prophet Brand Strategy (www.prophet.com), a San
Francisco marketing firm that specializes in branded commerce, puts it this
way: "You can't drop a 'brand' on your foot. Branding is about creating the
emotional nexus of a product. "
Next week's tip continues this discussion about branded commerce. Stay tuned.
