A rose by any other name would smell as sweet. But it would be a hard sell, having lost the brand equity built up over the ages in that world that carries the promise of beauty, fragility and heavenly fragrance.      It doesn’t have to take ages to build a brand identity, but it does take special skill in understanding how to communicate brand attributes in a way that connects to the needs and interests of the end user. Whether you sell a product marketed to consumers or a service marketed to other businesses, a brand name without a branding strategy is just a name.      At VOLLMER, we are experienced brand marketers and have helped communicate the promise for some of the most respected brands in the world, such as McDonald’s, Coca-Cola, Pennzoil, Sabre and The Minute Maid Company. We’ve also built new brands in the consumer, business, education and public advocacy worlds, such as Air Liquide America and Travelocity.com.      Everyone has a name, but it’s branding that sets the leaders apart. We prove that every day.