Devoted to branding and building and protecting brands

Have you been commoditized?  If you're relying solely upon the "what" of what you do to compete, it's just a matter of time before you'll be overtaken and passed by competitors who focus on the "how" of what they are doing.  You can read Dov Seidman's new book, appropriately titled "How", to learn more.  To paraphrase NYT columnist Tom Friedman, Web 2.0 enables businesses of all types, from car dealers to dentists, to out-behave their competitors.  How?  By focusing on the "how" of what they do -- how they build trust, collaborate, and say they're sorry when things don't go right.  Of course, the most successful car dealers, and dentists, have known this little secret for a long time.  But in an era of blogs, MySpace and YouTube, there are no longer any secrets.