What is a brand? A great logo? The look-and-feel of your website?

Those things are important, but wait until you hear what branding expert Laura Ries has to say about it.

She is the co-founder of the consulting firm Ries & Ries with her father, Al Ries. I first discovered her dad’s classic book, The 22 Immutable Laws of Marketing, about 15 years ago, and it really shifted how I looked at marketing and branding.

Laura and her dad have consulted with many Fortune 500 companies across the world, including Microsoft, Ford, Disney, and Frito-Lay.