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The Journey in Building a Brand

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SOURCE www.IshmaelsCorner.com

SAN JOSE, Calif., March 8, 2013 /PRNewswire/ -- Every company recognizes the "magic" that comes from a strong brand.

(Photo: http://photos.prnewswire.com/prnh/20130308/AQ72765)

What a prospect expects of your product – price being one of the many attributes that goes into this expectation – essentially defines a brand.

For both B2B and consumer companies, a strong brand is the surest way to keep your products out of commodity hell.

Yet, the same ambition to achieve great things and make it happen (fast) can also work against a company.

This post at www.IshmaelsCorner.com takes a revealing look at Amazon's 17-year journey in building its brand with incremental steps.

Lou Hoffman is CEO of The Hoffman Agency, a communications consultancy focused on the tech sector with offices in Asia, Europe and Silicon Valley. He blogs on storytelling through a business prism at Ishmael's Corner and can be found on Twitter at @LouHoffman.

Hoffman Agency Contact: Sara Staffaroni at sstaffaroni@hoffman.com, 408/286-2611

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