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Brand Awareness

Wake up! Your brand isn't your savior, and all the goofy ads in the world won't save your company. What can? Well...have you given good business a try?

This story appears in the September 2001 issue of Entrepreneur. Subscribe »

Brand. The hip, catch-all word of the New Economy. It suggested all a company needed to succeed was awareness. Image, as they say, was everything.

Pat Harpell saw it up close as the CEO of Harpell Inc., an integrated marketing firm in Maynard, Massachusetts. Over the past few years, many entrepreneurs have called on her to create branding programs, and she could see that old-fashioned branding strategies had gone astray. "That's not a branding program; that's a logo," she says. "Basic business principles fell apart."

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