When you want a cake, you have a few options: You could take the easy way out and go to the bakery. Or, you could make one from scratch.
In marketing, it seems like the word "brand" is used a lot -- the leading brand, off-brand, personal brand . . . and so on . . .
But there's often confusion around its meaning in business. What does it entail? Do I need to hire an expert? Branding is expensive, right?
Everything you know about website design and redesign is wrong.
How do I know? In 1996 I founded what become one of the largest web design consultancies in the world, starting with three classmates from the School of Visual Arts in New York. It was called Rare Medium, Inc.
It's the perfect recipe for success. Have others create original content for you and your brand. When executed well, the authenticity, the rawness and the potential viral power make trying to attract UGC (User Generated Content) a very attractive proposition.
