Branding - What Are You Doing to Day at Refind?

The problem with the term brand is that over the past 15 years, marketers have used the word brand as a way to not be accountable to business results. In two thousand four, building a trade show booth was a good brand execution. And companies still do that to day. Chalk it up as a brand execution when nobody cares what your booth looks like at a conference and very few people walk by it so that you can scan their badge. That's where brand actually gets built. Nobody executes there.