Things have improved. While branding is less important today, promoting your brand still makes sense.
- The Internet has levelled the playing field. Small independent software vendors (microISVs) can build websites that are as impressive as their well-financed competitors. Building new software brands is no longer restricted to large companies with deep pockets.
- Consumers no longer rely on brands. The "question everything" attitude of the 1960s is still with us. Fewer people today believe that a well-known brand name means that its product or service will be of higher quality than the lesser-known brands'.
- Press releases have made it simple - and affordable - for small software development companies to get coverage in magazines, newspapers, and online. Before the Internet, it was often necessary to hire a high-priced PR firm to write and postal-mail press releases to the editors. Today, all software developers can use a cost-effective press release service like mine to get the "free publicity" that editors, columnists, and bloggers give out every day.