Buy a brand without a product?

It is an interesting idea –  buy a brand without a product or service.

However it’s difficult to see how it’s application can be successfully implemented in the real world. Yes, a strong visual identity should clearly be important to any progressive business, but branding is so much more than a nice logo and some beautiful graphics. The most successful identities communicate the core company values in memorable and innovative ways (think Fed Ex and the negative space arrow). Whereas buying a “brand without a product” is more akin to making the foot fit the shoe.

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