What is the return on investment of branding your workplace? To answer this, it is first important to recognize that most companies and subsequently their brands are facing herculean challenges today.

Color me impressed. I recently attended a press conference at a downtown Denver hotel updating the market branding efforts underway in Winter Park. While waiting for the speakers to kick off their presentations, I wandered over to tables represented by vendors in the construction and development trades. I ignored the commemorative pens and lip balm…