Why are Branding and Image So Important?

Even though they say, “Don’t judge a book by its cover,” in today’s world a product’s brand name and company image sometimes seem to mean more than the item itself. But why are these concepts so important? In the first part of this week’s Goldstein on Gelt show, Doug meets Jack Bergstrand, CEO of Brand Velocity and author of Reinvent Your Enterprise and finds out more about the concept of branding and how it works.