You Need a Brand.: A simple guide for defining what you need to represent yourself in the modern market.

When you think of Coca-Cola, what do you see? Is it the red can? The fancy font? All of those holiday ads with the polar bears? Chances are, if you even see the silhouette of a Coca-Cola glass bottle, you know what it is and what it stands for. That's because of the strong brand that Coca-Cola has worked so hard to establish. Now think about your company, what do you see? Or, more importantly, what do your customers see? Consumers are constantly inundated with marketing material. So it's di...