Lou... you say that "branding" is key. I agree with you. But I don't see a single thing that they're doing to wisely brand themselves.
Brands have two sources of DNA, and both revolve around strong relationships. One source are consumers, the other are distributors. On the consumer side, what are they doing? Their potential touch point of a web site is a joke. A 14 year old could build something more impressive. And it offers few clues to consumers why they should trust this company. Or be excited by it. So far as consumers, they seem uninterested, putting their marketing funds into paying a high-tech oriented p.r. firm. The public isn't impressed by those press releases. If they were wiser, they'd be tapping into the social networks of teens, and there are lots of groups who could help them do this. But they seem uninterested or ignorant. On the distribution side, they put their money into The Ruth Group, which again... given the relentless push of meaningless press releases is a lot of energy signifying nothing. So where else do they brand by strengthening relationships? Showing up at these tech fairs. Okay, that seems reasonable. But having the entire company show up isn't impressive. It looks desperate. And they've yet to leverage any of those fairs into something concrete. As in "show us the money." As they refuse to do. In fact, looking to move into the "wi-fi" space just makes them look like third-rate wanna-bes. Talk about branding, bring aboard someone who actually knows the industry and technology, do some p.r. around their hiring, heck, then I'd forgive them unloading stock. But what's the dissolution and dumping giving us?
You talk about branding, Lou, but again, what cues are they giving you that they know what they're doing or trying to even figure out a better way? I'd love for hear something concrete as I own shares in this company. But I just don't see it.
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