Brand recognition alone is useless. Today every plumber has a brand and a slogan on the side of his truck. The world is drowning in brands and slogans

Robert Bloom author and ex – Chairman of Publicis Worldwide

Although we are not there yet in either the USA or Australia, the sentiment is right – recognition alone is not enough!

Virtually every category of consumer product and service is now crowded and in some cases overcrowded with brands. However this is not the case in for most of the small and medium enterprise categories and this presents a tremendous opportunity for those that can create a brand identity that connects with their target audience.