It looks obvious

Fled is ranting about the huge branding campaign planned by at&t . It is amazing how after all the discussions and planning done in these corporations they never come with a conclusion that in order to sale more they need to improve the product, not its image.

In contrast I’m considering to test basecamp to improve projects collaboration. I’m doing so because I read and heard from people that this application really work. I do not think that 37signals invested as much in branding, in fact I’m sure they didn’t.

Link:  The Deathstar Rises

“Apparently, they’ve spent lots of high powered marketing energy (and money, I expect) replacing the “Reach out and touch someone” slogan with “Your world, delivered.”  Excellent.  If I’d been on the “branding committee”, I would have recommended “We Suck Less.”