Article: Why Bother Building A Brand?
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Why Bother Building A Brand?
At a conference in Dallas not long ago, a graphic designer from Kentucky and I sat down at a table where people were exchanging business cards. I looked at his logo, and he studied the name on my card.
"I know that logo. We've been in touch in the past," I said.
"That's right. I know your name," he said.
Although we weren't able to pinpoint when or why we'd exchanged mail previously, we guessed it had been at least five years back. Neither one of us has an extraordinary memory. Rather, he had created a distinctive visual identity for his design services, and I had devoted effort to linking my name with creative marketing.
For at least five years his look and my reputation had lurked in the other's memory banks, while thousands or ...
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