Better Branding

Steve Woodruff, founder and principal consultant of Impactiviti, a consultancy that provides branding, identity and market strategy services to businesses, defines branding as the expression, projection and experience of the organizational identity and its promised value.

Sound too lofty for a small business?

Just look at some major success stories that started modestly, including Apple(AAPL Quote), which grew to revolutionize the way people listen to music, and Fuze, a small soda company that was just sold to Coke (KO Quote).

Debbie Millman, president of design for Sterling Brands, an independently owned branding consultancy that works with Unilever (UN Quote), Campbell Soup (CPB Quote), Nestle, GlaxoSmithKline (GSK Quote) and others, reveals that many of the major branding successes in the past five years have in fact come from the underdogs because of their scrappy, nonhierarchical nature. ...