We spend lots of effort choosing the words that convey every nuance about our product or service. We choose colors, just the right shade of green, to invoke a particular sensation in our advertising. CEOs spend millions of dollars searching for the singular word that instantly conveys a sense of acceptance, trust and need for their products. But does branding work?

 

You just have to look at commercials for the latest apps to see how much time and effort is spent on branding. Consider Takl, the app that allows you to hire an on-demand trusted workforce to accomplish household tasks.

 

Is there anything that makes Takl different from similar apps, including Home Advisor or TaskRabbit, that offer essentially the same services? Is there anything that differentiates Uber from Lyft? Is there a true perceptual difference between the two ride-sharing companies or a taxi service?

 

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