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?
By Chris Penttila •
Opinions expressed by Entrepreneur contributors are their own.
Brand. The hip, catch-all word of the New Economy. It suggestedall 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., anintegrated marketing firm in Maynard, Massachusetts. Over the pastfew years, many entrepreneurs have called on her to create brandingprograms, and she could see that old-fashioned branding strategieshad gone astray. "That's not a branding program;that's a logo," she says. "Basic business principlesfell apart."
Continue reading this article — and all of our other premium content with Entrepreneur+
For just $5, you can get unlimited access to all Entrepreneur’s premium content. You’ll find:
- Digestible insight on how to be a better entrepreneur and leader
- Lessons for starting and growing a business from our expert network of CEOs and founders
- Meaningful content to help you make sharper decisions
- Business and life hacks to help you stay ahead of the curve
