To understand the enormous potential of branding we must first, try to define branding. It is still a work in progress for most. As much as it is a consumer tangible, it's equally important to note that it's an internal structure that keeps everyone focused on the reason to rally behind the company's products, goals & culture. It's a mechanism for efficiencies. It's crafting an effective go-to-market strategy that has meaning. Not empty promises. It's investing in your employees to release their potential. It's communicating effectively to the entire organization about the reasons to believe. It's accelerating customer commitment. It's understanding the customer like no other. It's investing in innovative customer solutions.

Second, make sure to keep the customer at the heart of everything you do. No reason not to reexamine internal processes that have taken a priority over customer needs. No reason why we should be tampering with cheapening ingredients that have made our products a success in the marketplace.

Building a brand is a long term endeavor where significant resources must be supporting the end goal. Hint: Sales! It doesn't stop every time the market sees a downturn. As a matter of fact, this is where the winners will come from. They know that when things start to "zig", you've got to "zag".

So buckle up you brand marketers, sales growth will happen when you get busy and dig in to understand the customer, their needs and shape your organization to meet those needs. That's "Brand Aid" to the rescue.

Excerpts from Linkedin.com discussion:

Nic Stover - Chief Marketing Officer and Partner at PrimeTYME Media, LLC

Is Branding Dead? Should it be?

The economy has altered everything. What, in your opinion, has it done to the great branding tsunami?

Personally, I am leery of trends to the extent of being downright argumentative--I know, hard to believe, eh--and the brand band wagon was no different. Not that it's principals weren't sound--they were and still are today. What got me worked up on the brand discussions was that it seemed to be so hard for so many people to understand. Hundreds--nay, thousands--of books and articles were written on the subject. Conference after conference were dedicated to this one very important subject. Everyone was chatting it up, but very few people seemed to understand it, much less make it work. We even talked about those who "got it," and those who didn't.

But ever since the recession/depression hammer dropped and the world changed, I haven't heard much more about branding than the few reminiscent echoes.

So, back to my question. Is branding dead? Should it be, or should it be transformed?

Dave Wohlner • I could write volumes on this subject. So instead, let's get to the heart of the question. Is branding dead? No! To understand the enormous potential of branding we must first, try to define branding. It is still a work in progress for most. As much as it is a consumer tangible, it's equally important to note that it's an internal structure that keeps everyone focused on the reason to rally behind the company's products, goals & culture. It's a mechanism for efficiencies. It's crafting an effective go-to-market strategy that has meaning. Not empty promises. It's investing in your employees to release their potential. It's communicating effectively to the entire organization about the reasons to believe. It's accelerating customer commitment. It's understanding the customer like no other. It's investing in innovative customer solutions.

Second, make sure to keep the customer at the heart of everything you do. No reason not to reexamine internal processes that have taken a priority over customer needs. No reason why we should be tampering with cheapening ingredients that have made our products a success in the marketplace.

Building a brand is a long term endeavor where significant resources must be supporting the end goal. Hint: Sales! It doesn't stop every time the market sees a downturn. As a matter of fact, this is where the winners will come from. They know that when things start to "zig", you've got to "zag".

So buckle up you brand marketers, sales growth will happen when you get busy and dig in to understand the customer, their needs and shape your organization to meet those needs. That's "Brand Aid" to the rescue.

Effective and dynamic communications.

Strategically compelling and visually stimulating creative solutions. Linear SC creates positive reactions for your brand or company in the marketplace.

A Brand Platform For Growing Sales

Our clients depend on integrated, consistent, brand messaging. With an eye on building our clients business and a never ending appetite to thinking out-of-the-box, LSC becomes your consistent point-of-contact for all Below The Line activities.

Your business is made up of many elements that form a cohesive, brand platform. Linear SC understands that brands need a watchful eye to flourish. A brand champion that can communicate the unique points of differentiation in the marketplace. And with everyone being asked to do more with less these days, it's great to find a enthusiastic group of smart, creative individuals that knows what it takes to produce meaningful results. Results that aren't about creative successes. It's about increasing sales and building brand value.

It's disquieting when companies seek new or revitalized package design solutions for their products when they aren't taking a serious look at their overall branding efforts. Packaging, when properly developed, refers back to the brand. But if that brand has lost its relevance or has never established clear differentiation -- if it needs to reconnect with consumers or has become a commodity -- simply refreshing packaging will not lead to desired results.

Q: Are there resources to help figure out whether a business name is already taken? What do you do if the name you want is already claimed?

- J.B., Chicago