Take a look at the new releases in a local bookstore (we still have a few, don’t we?). Which is set in larger type: the title or the author’s name? If it’s the latter, that author is a strong brand, and the publisher knows that the name (J.K. Rowling, Stephen King) will sell more books than any title they can imagine. The lesson here is the importance of branding. When you enjoy a strong brand, you don’t have to sell specific products or services so hard; people want what you have, and want to associate themselves with your brand. Think Apple, Under Armour, etc. And one way to get people to covet your brand is to court and promote the influencers who use you now.
