

<!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Transitional//EN" "http://www.w3.org/TR/xhtml1/DTD/xhtml1-transitional.dtd">
<html xmlns="http://www.w3.org/1999/xhtml"><head>
<meta http-equiv="Content-Type" content="text/html; charset=iso-8859-1">

	
<title>Sideren | Write on the Money</title>


	<link href="http://www.google.com/uds/css/gsearch.css" type="text/css" rel="stylesheet"/>


<link href="/site/ywd_prototype/library/css/main.css" rel="stylesheet" type="text/css">


<link href="/site/ywd_prototype/display/templates/t5/library/main.css" rel="stylesheet" type="text/css">
<link href="/site/ywd_prototype/display/templates/t5/library/skins/4/background/1.css" rel="stylesheet" type="text/css">
<link href="/site/ywd_prototype/display/templates/t5/library/skins/4/skin.css" rel="stylesheet" type="text/css">
<link href="/site/ywd_prototype/library/css/theme/1.css" rel="stylesheet" type="text/css">
<link href="/site/ywd_prototype/library/css/alignment/2.css" rel="stylesheet" type="text/css">

<link href="/site/ywd_prototype/library/css/type/26.css" rel="stylesheet" type="text/css">


	<link href="/site/ywd_prototype/library/css/overridetext/4.css" rel="stylesheet" type="text/css">


<link href="/site/ywd_prototype/library/css/overrideborder/2.css" rel="stylesheet" type="text/css">
<link href="/site/ywd_prototype/library/css/overridespacing/1.css" rel="stylesheet" type="text/css">
<link href="/site/ywd_prototype/library/css/level1nav/2.css" rel="stylesheet" type="text/css">
<link href="/site/ywd_prototype/library/css/link/7.css" rel="stylesheet" type="text/css">


	<link href="/site/ywd_prototype/display/templates/t5/library/skins/4/background/1.css" rel="stylesheet" type="text/css">


<style type="text/css">


	#shadowbottomrow {
		display:none;
	}


#wrapper {
	width:964px;
}


#wrapperfooter .footer {
	width:964px;
	position:relative;
	text-align: left;
	margin-left: auto;
	margin-right: auto;
}


	.layoutleft {
		border:8px solid #5F6F81;
	}
	.banner {
		border-style:none;
	}


	#wrapper {
		
		width:948px;
	}
	.layoutleft {
		border-width:0px;
	}


	.contenttable, .contenttablesub {
		height:500px;
	}


.footer {
	padding-left:5px;
}

	
.footer {
	padding-right:5px;
}

	
.footer {
	padding-top:5px;
}

	
.footer {
	padding-bottom:5px;
}


	body, td, p, /*input, select,*/ h1, h2, h3, h4, h5, h6, div {
		color:#4C4C4C;
	}


<!-- global header colours replaced by individual header settings. kept for compatibility --->

	h1, h2, h3, h4, h5, h6 {
		color:#5F6F81;
	}


#nav {
	padding-top:0px;
	padding-bottom:0px;
}

	.navbararea {
		border-top-width:0px;
		padding-top:0px;
		margin-top:0px;
	}
	.navbar {
		padding-top:0px;
		margin-top:0px;
	}


	.navbararea {
		border-bottom-width:0px;
		padding-bottom:0px;
		margin-bottom:0px;
	}
	.navbar {
		padding-bottom:0px;
		margin-bottom:0px;
	}


		.navbararea, .navbar, #nav, #nav ul, #nav ul:hover {
			background-color:#E0560F;
			background-image:none;
			height:auto;
		}
	
	
		.navbutton, #nav li, #nav li ul, ul.dropdown *.dir, ul.dropdown ul, ul.dropdown li:hover, ul.dropdown li:hover {
			background-color:#E0560F;
			background-image:none;
		}
	
	
		.navbuttonon, #nav a.dhtmlnavactive, a.dhtmlnavactive {
			background-color:#5F6F81;
			background-image:none;
		}
	
	
		.navbuttonrollover, .navbuttonon:hover, #nav li:hover, #nav li.sfhover, ul.dropdown li:hover, ul.dropdown ul a:hover {
			background-color:#F4BB90;
			background-image:none;
		}
	

		.navlinks, .navlinks:visited, #nav a {
			color:#FFFFFF;
			background-color:transparent;
		}
	

	.navlinkson, .navlinkson:visited {
		color:#FFFFFF;
		background-color:transparent;
	}
	#nav a.dhtmlnavactive, a.dhtmlnavactive {
		color:#FFFFFF;
	}


	.navlinks:hover, .navlinkson:hover, #nav:hover, #nav a:hover, #nav li:hover, #nav li.sfhover, ul.dropdown a:hover {
		color:#4C4C4C;
		background-color:transparent;
	}


	.navlinks, .navlinkson, #nav li, #nav li ul, #css3dnav1 li, #css3dnav1 li ul, ul.dropdown {
	
	}


		.navlinks, .navlinkson, #nav a, #css3dnav1 li a, #css3dnav1 li ul a, ul.dropdown {
			text-transform:none;
		}
		

	.navbuttons td {
	
	}


	.navleft1:hover, .navleft1current:hover, .navleft2:hover, .navleft2current:hover, .navleft3:hover, .navleft3current:hover {
		background-color:#D8E0D8;
		background-image:none;
	}


	.navleft1, .navleft2, .navleft3 {
		color:#5F6F81;
	}


	.navleft1current, .navleft2current, .navleft3current {
		color:#5F6F81;
	}


	.navleft1:hover, .navleft1current:hover, .navleft2:hover, .navleft2current:hover, .navleft3:hover, .navleft3current:hover {
		color:#5F6F81;
	}


	.navleft1, .navleft1current, .navleft2, .navleft2current, .navleft3, .navleft3current {
	
	}


	.navleft1, .navleft1current, .navleft2, .navleft2current, .navleft3, .navleft3current {
	
	}


		.navleft1, .navleft1current, .navleft2, .navleft2current, .navleft3, .navleft3current {
			text-transform:none;
		}
		

	.navleft2, .navleft2current, .navleft3, .navleft3current {
	
	}


	.navleft2, .navleft2current, .navleft3, .navleft3current {
	
	}


		.navleft2, .navleft2current, .navleft3, .navleft3current {
			text-transform:none;
		}
		

	.navleft3, .navleft3current {
	
	}


	.navleft3, .navleft3current {
	
	}


		.navleft3, .navleft3current {
			text-transform:none;
		}
		

	.linearnavbar td a, .linearnavbarsearch td a {
	
	}


	.linearnavbar td a, .linearnavbarsearch td a {
			text-transform:none;
		}
		

	.navleft, #contentleftcol {
		width:170px;
	}
	
	
.navleft {
	margin-left:5px;
}
#contentleftcol {
	padding-left:5px;
}


.navleft, #contentleftcol {
	padding-right:5px;
}


	.leftcol, .leftcolsub {
		width:170px;
	}

.navleft, #contentleftcol {
	width:160px;
}


	h1 {
	
			font-family:Arial, Helvetica, sans-serif;
		
	}


	h2 {
	
			font-family:Arial, Helvetica, sans-serif;
		
	}


	h3 {
	
			font-family:Arial, Helvetica, sans-serif;
		
	}


	h4 {
	
			font-family:Arial, Helvetica, sans-serif;
		
	}


	h5 {
	
			font-family:Arial, Helvetica, sans-serif;
		
	}


	h6 {
	
			font-family:Arial, Helvetica, sans-serif;
		
	}


	h5 {
		font-weight:normal;
	}


		h1 {
			text-transform:none;
		}
		

		h2 {
			text-transform:none;
		}
		

		h3 {
			text-transform:none;
		}
		

		h4 {
			text-transform:none;
		}
		

		h5 {
			text-transform:none;
		}
		

		h6 {
			text-transform:uppercase;
		}
		

#contentrightcol {
	margin-left:5px;
}


#contentrightcol {
	margin-right:20px;
}


	.rightcol, .rightcolsub {
		width:225px;
	}

#contentrightcol {
	width:200px;
}


.rightcol #contentrightcol {
	margin-left:5px;
}


.rightcol #contentrightcol {
	margin-right:5px;
}


.rightcol #contentrightcol {
	width:215px;
}


	ul li {
	
		list-style-type:square;
    
	}


	ul {
		margin-left:1.3em;
	}
	ol {
		margin-left:1.3em;
	}


	hr {
		border-top-width:1px;
	}


	hr {
	
		border-top-style:solid;
    
	}


	hr {
		margin-top:0.5em;
	}


	hr {
		margin-bottom:0.5em;
	}


.productListItemImage a, .productListItemImage a:hover {
	background-color:transparent;
}


</style>


<link media="print" href="/site/ywd_prototype/library/css/printerfriendly.css" rel="stylesheet" type="text/css">


		<script language="JavaScript1.1" type="text/javascript">
		<!--
		
		
		//-->
		</script>
		
	
<script language="JavaScript1.2" src="site/ywd_prototype/library/javascript/sitespecific.js" type="text/javascript"></script>
<!-- BROKERBOX HEADER -->
</head>
<body 
		
		
		>


<div id="wrapper">
<div id="layoutsub">


<a name="top"></a>


    <div class="linearnavbar">
        <table border="0" align="right" cellpadding="0" cellspacing="0">	    
            <tr>
            	
                
                <td style="width:8px;padding:0px;"></td>
                
            </tr>
        </table>
    </div>


<table class="layout" border="0" cellspacing="0" cellpadding="0">
	<tr>
		<td id="shadowvertleft">&nbsp;</td>
		<td class="layoutleft">
        
			
<div class="banner" >
    <script src="/site/master/library/javascript/flashobject.js" type="text/javascript"></script>
    <div id="flashcontent"
		  onclick="document.location.href='http://www.sideren.com/index.cfm?pagepath=HOME&amp;id=581';">
        
        	
                <table style="width:100%;height:100%;" border="0" cellspacing="0" cellpadding="0">
                    <tr>
                        <td style="width:100%;"><a href="#"><img src="/site/sideren/assets/images/White-Sideren-banner.jpg" border="0"></a></td>
                    </tr>
                </table>
           					
        
    </div>
</div>
</div>


            <div class="navbararea"  onclick="document.location.href='http://www.sideren.com/index.cfm?pagepath=HOME&amp;id=581';">
                <div class="navbar">
                    
                        
                        <table class="navbuttons" border="0" cellspacing="0" cellpadding="0">
                            <tr>
								
                                
                                                <td class="navbutton"style=" border-left-style:none;" onmouseover="this.className='navbuttonrollover'" onmouseout="this.className='navbutton'"><a href="http://www.sideren.com/index.cfm?pagepath=HOME&amp;id=581" class="navlinks">HOME</a></td>
                                            
                                        
                                                <td class="navbutton" onmouseover="this.className='navbuttonrollover'" onmouseout="this.className='navbutton'"><a href="http://www.sideren.com/index.cfm?pagepath=Value_Creation&amp;id=614" class="navlinks">Value Creation</a></td>
                                            
                                        
                                                <td class="navbutton" onmouseover="this.className='navbuttonrollover'" onmouseout="this.className='navbutton'"><a href="http://www.sideren.com/index.cfm?pagepath=Work&amp;id=627" class="navlinks">Work</a></td>
                                            
                                        
                                                <td class="navbutton" onmouseover="this.className='navbuttonrollover'" onmouseout="this.className='navbutton'"><a href="http://www.sideren.com/index.cfm?pagepath=Services&amp;id=615" class="navlinks">Services</a></td>
                                            
                                        
                                                <td class="navbutton" onmouseover="this.className='navbuttonrollover'" onmouseout="this.className='navbutton'"><a href="http://www.sideren.com/index.cfm?pagepath=Sideren&amp;id=582" class="navlinks">Sideren</a></td>
                                            
                                        
                                                <td class="navbutton" onmouseover="this.className='navbuttonrollover'" onmouseout="this.className='navbutton'"><a href="http://www.sideren.com/index.cfm?pagepath=Clients&amp;id=634" class="navlinks">Clients</a></td>
                                            
                                        
                                                <td class="navbuttonon"><a href="http://www.sideren.com/index.cfm?pagepath=Publications&amp;id=617" class="navlinkson">Publications</a></td>
                                            
                                        
                            </tr>
                        </table>
                    
                </div>
            </div>
            
			
<table align="left" class="contenttablesub" border="0" cellspacing="0" cellpadding="0">
	<tr>
<td colspan="3">


</td>
</tr>


    <tr>
        
		
	                <td class="leftcol">
	                	
						
	                        <table class="navleft" border="0" cellspacing="0" cellpadding="0">
	                            <tr>
	                                <td style="padding-left:0px;">
                                    
										
                                                        <a href="http://www.sideren.com/index.cfm?pagepath=Publications&amp;id=617" class="navleft1current">
                                                        Publications</a>
                                                    	
                                                
	                                </td>
	                            </tr>
                                <tr><td class="navleft2offset"></td></tr>
	                            
    
	                            <tr><td style="padding-left:0px;"><a href="http://www.sideren.com/index.cfm?pagepath=Publications/On_Branding_Traps&amp;id=1822"class="navleft2">On Branding Traps</a></td></tr><tr><td style="padding-left:0px;"><a href="http://www.sideren.com/index.cfm?pagepath=Publications/On_Naming&amp;id=1823"class="navleft2">On Naming</a></td></tr><tr><td style="padding-left:0px;"><a href="http://www.sideren.com/index.cfm?pagepath=Publications/On_Brandvertizing&amp;id=1830"class="navleft2">On Brandvertizing</a></td></tr><tr><td style="padding-left:0px;"><a href="http://www.sideren.com/index.cfm?pagepath=Publications/The_New_Brand_Bible&amp;id=3960"class="navleft2">The New Brand Bible</a></td></tr><tr><td style="padding-left:0px;"><a href="http://www.sideren.com/index.cfm?pagepath=Publications/An_Identity_Isn_t_Just_a_Logo&amp;id=3965"class="navleft2">An Identity Isn't Just a Logo</a></td></tr>
	                        </table>
                            
							
	                </td>
				
            
        <td class="contentmaincolsub">
	
	
			<h1 style="margin-top:0px;">Write on the Money</h1>
        
		
	<div id="content">
   
    
        	<div class="maincolbox">
                <div class="maincolcblock">
                    <div class="wp"><p><img width="470" height="155" src="/site/sideren/assets/images/1978_publications_FINAL.gif" alt="" /></p></div><div style="margin:0px;padding:0px;height:0px;clear:both;"></div>
                </div>
            </div>
		
        	<div class="maincolbox">
                <div class="maincolcblock">
                    <div class="wp"><p>Our purpose in publishing is to explore the intersection between branding and value creation .</p>
<p>It is also to share insights&nbsp; into the challenges faced by our client and consulting communities.<br />
<br />
We welcome your comments or suggestions for additional article topics.</p></div><div style="margin:0px;padding:0px;height:0px;clear:both;"></div>
                </div>
            </div>
		
		
    </div>
	
	
		<div class="contentbottomlinks">
			<table border="0" cellpadding="0" cellspacing="0">
				<tr>
					
                    
                            <td><a href="#" class="printerfriendlylink" onClick="openaprintwindow('index.cfm?pagepath=Publications&id=617&PrintPage=true');"><img src="/site/ywd_prototype/library/css/printerfriendly.gif" border="0" style="border:none;margin:0px;" alt="Printer friendly version" title="Printer friendly version"></a></td>
                            <td style="border:none;">&nbsp;&nbsp;&nbsp;</td>
                        
                    
				</tr>
			</table>
		</div>
	

</td>

        
	<td valign="top" class="rightcolsub">
		
		
            <div id="contentrightcol">
				       
                    
                    	<div class="rightcolbox">
                            <div class="rightcolcblock">
                                <div class="wp"></div><div style="margin:0px;padding:0px;height:0px;clear:both;"></div>
                            </div>
                        </div>
                    
                    
            </div>
		
	</td>


    </tr>
</table>

			
   		</td>
	    <td id="shadowvert" style="background-repeat:repeat-y;"></td>
	</tr>
    
    
    <tr id="shadowbottomrow"><td id="shadowcornerleft"></td><td id="shadowhoriz"></td><td id="shadowcorner" style="background-repeat:no-repeat;"></td></tr>
	
    
<tr>
	<td id="shadowbottomleft"></td>
	<td>
		<table class="footer" cellspacing="0" cellpadding="0">
			<tr>
            	
                	
                    <td colspan="2" class="tertiarynav">
                        
                        
                                    <a href="http://www.sideren.com/index.cfm?pagepath=Sideren/Contact_Us&amp;id=583">Contact Us</a>
                                
                            
                    </td>
                
			</tr>
			

	<tr><td colspan="2" class="footertext" style="width:100%;">&copy;&nbsp;Sideren Inc. 2006-7</td></tr>


<tr>
	<td colspan="2" class="footerlogo">
    	
        
		<a href="http://www.yourwebdepartment.com" target="_blank">Powered by Your Web Department&#8482;&nbsp;&nbsp;<img src="/site/ywd_prototype/images/ywd_icon1.gif" width="21" height="21" border="0" align="absbottom" alt="Your Web Department&#8482;" title="Your Web Department&#8482;" /></a>
    </td>
</tr>


		</table>
	</td>
	<td>&nbsp;</td>
</tr>
    	</table>
    

    	</div>
</div>

 
<script type="text/javascript">
var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www.");
document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E"));
</script>
<script type="text/javascript">
var pageTracker = _gat._getTracker("UA-5856232-1");
pageTracker._trackPageview();
</script>

</body>
</html>