Thanks for the article Thomas,

We save a lot of time by defining terms early in the branding process. Right? I would only question your pricing for “Assessment/Planning/Strategy/Naming $50-$100K.”  It looks like you are NOT including primary research in this cost range. Biggest mistake a company can make, is to assume they know what customers and prospects think about them and their competition. I’ve never completed a branding project where we didn’t find something extremely useful by conducting an impartial survey of external stakeholders.