A major component of marketing lies in branding one's products or services, creating an image that remains recognizable to the desired markets. Mike Stefaniak, Vice President - Strategic Services and Senior Brand Strategist for Hanson Dodge Creative, breaks down the wide range of factors that affect the success of branding, and ultimately, a company's achievements in their market. He will also discuss with Tim Muma the role of social media and possible strategies that will appear in the near future - and the ways in which organizations can effectively create their brand.