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?

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."