What can small startup businesses learn from it?
Jennifer C. Wolfe: We also talked with companies that have been around for relatively short times, like Yahoo (YHOO) and Google (GOOG). The thing is, at any one time, even huge companies like P&G were startups. Our focus is on how to build a culture of strategic collaboration and return on investment by branding. Whether a company is maintaining a brand that has endured for more than 100 years, such as Tide, or creating a new brand, a rewired branding process can provide competitive advantages. What are those advantages? Wolfe: Particularly for small businesses, the power that a brand brings in terms of customer recognition and loyalty can be long-lasting. Chasser: Building a brand is the same whether you’re P&G or you’re starting up a new company. When you think about branding as part of the total package of what you want to achieve, it’s easier to do, and it will cost you less money. How early should an aspiring entrepreneur think about branding? Chasser: Even in the business plan, y
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