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In the paper we present first hand and personal experiences from the lack of branding and how much it can influence the failure of a project or a venture. We do so in terms of present a personal failure story, namely this of the PACE toolkit, a methodology that the author has co-developed at ALTEC Research Programmes Division for valuating intellectual and intangible assets, in parallel with the success story of the business model canvas developed by Alex Osterwalder. We emphasise on the need for e-business and e-commerce professionals and practitioners to more seriously and enthusiastically invest in branding related activities. Involving others such as future potential users or customers as well as investors is a key in the adoption and uptake of our offerings.

The Missing Link: How Lack of Branding Can Drive to Failures in e-Business and e-Commerce Ventures