As a marketer, are we getting obsessed with "Branding"?
I think so.
When it comes down to it, we need more deals, more revenue, more leads, more clicks, more downloads and more eyeballs.
The top brands like Coke, Proctor and Gamble, Google and IBM need to focus a lot of time and effort to manipulate their brand in the eyes of the consumer. On the other hand, small to medium sized businesses need to focus on having a bad ass products or services first and foremost. They also need to focus on getting deals closed.
If I owned a carpet cleaning business and there were 80 other carpet cleaners in my area, why would I care about how cool my logo looked if I was broke?