If I were to say, “The Man in Black,” who would you think of? If you’re a music fan, chances are country legend Johnny Cash would come to mind.How can the simple mention of a color bring about associations of a specific individual? Somehow, Johnny Cash was able to elevate his image beyond just a singer/songwriter to the status of a brand.

Retailers must make a concerted effort to get consumers’ attention in today’s fast–paced environment, where prospects are subjected to hundreds of adverting messages a day.

Some niches are tough. But during a recession, the overcrowded home decoration space is brutal. Forget waiting for end-of-season sales; companies are discounting new merchandise. It’s at times like these that your investment in brand differentiation pays off … if you did it correctly.

Branding is the hottest buzzword in business today. Everybody wants a great brand. And in today’s over-crowded marketplace with thousands of messages bombarding consumers daily, it’s never been more critical for catalogers competing in the multi-channel world to stand out from the crowd.