More on Branding...
Branding is what you do when your product doesn't matter.— Steve Johnson, Under 10.
I know this one'll get the brand-oriented marketers into an uproar but there's a big difference between brandING and your brand.
Branding is a verb; brand is a noun. Branding is the exercise of telling your story to get people to buy your product. Your brand results from years of delivering great products and creating satisfied customers.
In truth, I find that most teams worry way too much about brands and branding and not nearly enough about the user experience that creates satisfied customers.
About Steve Johnson
Steve Johnson is a product management process coach, author, speaker, and advisor. His approach is based on the belief that minimal process and simple templates result in a nimble product marketing and management team. Before founding Under10, Steve was a Pragmatic Marketing instructor for over 15 years and personally trained thousands of product managers and hundreds of company senior executive teams. Learn more at www.under10playbook.com
In his spare time, Steve enjoys making music, and has an album available on iTunes. Check out Steve’s music at notExactlySteve.com