Jack Trout On Branding

Jack Trout, the prolific branding, advertising and marketing author, comments on branding in the latest Forbes:

"The last time I looked, there were over 2,000 books covering some topic related to brands or branding. What used to be just the logo and the name of a product or company has now become this almost mystic creation that encompasses unique identities and qualities separate from the product names. There is an army of consultants trying to sell you some branding system or another. Forget all that. Let's begin at the beginning. As Walter Landor once said, 'Products are created in the factory, but brands are created in the mind.'"