Tricks from the New Kids on the Block
There are a handful of new companies that are capitalizing on their brand-building efforts and quickly realizing the importance of branding. With U.S. households becoming more familiar with names like Yahoo!, America Online (AOL), and Palm Computing, it is evident that these companies believe in the power of the brand. How did these new kids on the block become so brand-smart that GE and P&G might take notice? And why is it that more than half of U.S. households recognize the names AOL and Yahoo! immediately? Furthermore, Palm Computing took only 18 months to sell its first 1 million units, significantly less time than it took Sony Walkman to sell the same number of units. These companies are investing in ...
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