"Branding" isn't a puff word if you're serious about marketing -- and not only is a "return on an investment" but an actual part of your product. Without a bran

"Branding" isn't a puff word if you're serious about marketing -- and not only is a "return on an investment" but an actual part of your product. Without a brand your can of sugar water isn't Coca Cola. And in terms of tech if you look at the work of Paul Rand he put IBM on the map. And branding isn't just for the big guys, if you're a small startup picking the right name for your web domain (and investing in it) can be make or break when taking those first steps.