Let’s start with this: your brand is not your logo or your color palette. It’s the perceptions and feelings people have about you, it’s what people say about you to others. Your brand is a relationship first, not a font. To earn that relationship, brands must have meaning, purpose and saliency.
Read MoreFor years, this is how companies built value: They identified a need in a market, sized the opportunity, developed a viable solution for that need, ran the numbers and defined potential. Establishing value was a market-driven process, pure and simple. Investors calculated their ROI based on the market opportunity and an ability to scale, then gauged risk factors and plunked down the bucks. Then along came the promise of technology and the internet.
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