jbs

Branding Has Done Little For Gateway

"...building a brand is everything ... Gateway's (GTW) results ... provide an argument to the contrary."

Brand awareness is the FIRST step. And your observation in NO WAY proves that "branding" as a whole lacks value. It only proves that brand AWARENESS is insufficient to generate sales. Any marketing guru would know this.

They would also tell you that effective targeting, positioning, and brand satisfaction are pieces of the equation. Without all of these pieces the marketing strategy will not generate the desired results -- this is Gateway.