There, I finally said it. Branding is crap! Sure, it might be fine, even important, if you're Coca-Cola, Starbucks, Proctor and Gamble, etc. While I’m at it, the whole idea of Top of Mind Awareness (TOPA) is crap too! Maybe if your competing for the 2 second purchase decision of what laundry detergent you’re going to use then all that stuff matters. But – and this is a big but – if you're a small or mid-market company selling products or services to other businesses (large or small) stop...
