One of the great lessons of the dot com era was that you canâ€™t buy your way into a successful brand with mere dollars and awareness. After all, awareness doesnâ€™t equal preference or sales. Those who attempted to â€œbuild their brand at breakneck speedâ€ only ended up breaking their brandâ€™s neck. Great brands are not built from ad dollars, although there are always marketing and advertising
Although this article has been written in 2007, now in Feb 2014, I still find it full of great advice and tips. What I learned from this article is that when writing a review I should focus on how this product helped me achieve X instead of simply repeating and enforcing the features and benefits of the product that can also be found on the sales page.