Anatomy of a Rebranding (blog.conduit.com)

Is branding necessary? In the consumer products world, that question is so obvious that you wouldn’t dare to ask it. (If you did, you might have to put your resume back up on Monster, and quickly update your LinkedIn profile.) Now, even in the Internet world, the need for smart branding is becoming indisputable. Yet when some techies hear the word “branding,” they immediately associate it with less-than-positive terms like “spin” or “sizzle.” A lot of PowerPoint slides, maybe. A layer of bullsh*t that isn’t necessary if you’ve got the right product and user experience, and virality.....