Interesting take on branding:
Craigslist has an unconventional approach to investing in its ‘brand’: it doesn’t do anything. “We never even use that word internally,” Mr. Buckmaster [Craigslist’s CEO] said. “We do zero advertising. We don’t have a logo. Now we’re told that we have the strongest brand ever for a company our size.”
from “Rebels With A Cause, and a Business Plan,” NY Times.