Column: Branding won't matter if product doesn't wow consumers
Research which shows that consumers are focused more on the iPhone's features than its Apple moniker proves that branding means little if the product isn't a good one, according to Marc E. Babej and Tim Pollak, partners at Reason Inc. "Great brands ... are the result of compelling products and services," they write. "The exception -- a few image-driven categories such as beer, liquor or fashion -- only proves the rule." Forbes (06/22)