The Critical 'I'

Read. React. Repeat.

Tuesday, January 28, 2003

In just about any line of business, building a brand (or brand-name) is essential to being wildly successful. Companies like Coca-Cola, Levi's, Microsoft, Disney and a jillion others would be nowhere today if they didn't do a deft job of establishing a solid identity that attracted and kept customers.

But maybe the brand, an outer projection, can be turned inward, too. Pretty innovative stuff, if, like me, you're into business strategy.