Don't think of your brand as being about the relationship your company (or product) has with the marketplace.
Instead, think of your brand in terms of the relationship your company (or product) has with individual customers.
For most of us, this is a much more useful perspective.
Before blogging became all the rage, Tom was posting book reviews and Observations (essentially early blog posts) to this site. You can find the archives below.
What we're talking about
on the front page.