Tom Peters

"I don't know your company. I don't know your product. I don't know you. Now what was it you wanted to see me about?" That's my best recollection of the caption on a cartoon published by McGraw-Hill many years ago showing a crusty purchasing agent addressing a perspiring young salesman. I've never forgotten it. I can't think of a better illustration of the value of a brand. These days we hear a lot about "branding," the value of a "brand." In the world of sports, for example, we recognize personalities such as Michael Jordan or John Madden as "brands." I glanced at the title of a

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