Dickeson--Create Brand Recognition For Your Print Operation

The Branding Illusion
Branding creates the illusion of leadership. Leadership results from "survival of the fittest," the immutable law of a market economy. Coke is the "real thing," the quality drink, because it leads Pepsi in sales? Right?

Roll the tape back to that crusty purchasing agent challenging the young salesman in our verbal cartoon. What's he saying now? "Your company, Ajax, is the leader in Brand X, right? How can my firm take advantage of Brand X to help sell our tomato plants?"