Commodity Branding

Introduction
A branding program should be designed to differentiate your cow from all the other cattle on the range, even if all the cattle on the range look pretty much alike.
Al Ries
The essence of successful branding is when the brand delivers consistently, a clearly defined, appealing offering that sets it apart from its competitors. Branding does not work in isolation, and is not just related to the development of a name, logo, company terms or combination of all three. The additional ingredient that makes a brand successful is differentiation or its personality.
Branding needs to ext…