Internet firms, especially, have found that branding needs co-ordinated on- and offline campaigns.
Ms. Miller, the blogger, said that branding changes like this will only sow more confusion.
He argued that branding was so much more than messaging and cosmetics.
When did we all unilaterally decide that branding per se was a bad thing?
So we've found that branding is really the essence of advertising".
It's true that branding done badly is dangerous, but branding itself is changing.
Seth Siegel, the co-founder of Beanstalk, a brand management firm, says that branding "decommoditizes a commodity".
The researchers argued, then, that branding has a measurable impact on the taste perceptions of young children.
There may be a wariness to do so, a sense that "branding" is undignified for our national pastime.
He is not surprised that branding alone has yielded e-tailers too few customers at too high a cost.
Kirby soon discovered, however, that branding a product that was more functional than fashionable was an uphill struggle.
