RandomDot - 5:05 am on Sep 28, 2007 (gmt 0)

"This is not just sand, it's magical sand" - that's the way to do it if you need money in Sahara -

The thing is that with branding you can change the perception of what the I or the E stands for and it depends on how you market it -

EnterpriseTravel,
InternationalTravel
ExecutiveTravel,
IcecreamTravel,

The thing with brands are that they are a matter of perception and relations - if you can change the perception of a letter or a word or a phrase and make it part of your image in one way or the other - then it's a viable option - if it's I or E or water in a bottle. (would you believe how much bottled water with fancy names have earned those people... and people are actually willing to pay for it - just because of the branding effect of the concept) or whatever you want to do with anything - then it's possible if you have the resources to make it happen - or just have the skills to make it happen based on what you got and nothing else.

The I or E as it is normally perceived might be outdated and nobody is going to do that - that's just so out, and not trendy - and that's just never going to work - I think i've heard that too many times about something which then later on turned out to be a huge success - because nobody else did it anymore or thought about it and had just "left the market"

The thing is that if you give something another perception, another view, another style, another expression, even another name - and you brand it on a large scale - it can be sold on a value it doesn't really have - it is sold on faith and perception of a value which it doesn't really have - simply because of the buzz around it - nothing else.