Branding is not about names, logos, or even marketing. And it’s certainly not about being the fastest, lightest, thinnest, etc. At least not for long. It’s about reputation. Products have life cycles. Brands outlive products by conveying a uniform quality and credibility. Brands are the sum total of our customer’s experience with our company – its people, products, and services. If this experience is rich and meaningful, it can break through people’s walls of indifference and result in a level of customer loyalty that can transcend the nuts and bolts of how we usually define product quality. If it’s not, then even a superior product may fail to find an audience. Brands are valuable. Many companies put the value of their brand on their balance sheet. And they are more important now than at any time in the past hundred years. The world has come online and there are many new markets – making recognized brands a reliable currency in a world where there are fewer barriers to marketing and distribution. How we market and protect our brands has become even more vital.