“Identity is cause;
brand is effect.”
Branding demands commitment; commitment to continual re-invention; striking chords with people to stir their emotions; and commitment to imagination. Your brand is a promise… a promise of quality, consistency, competency, and reliability.
“However beautiful the strategy,
you should occasionally
look at the results.”
Without strategy, execution is aimless. Without execution, strategy is useless. Strategy is a discipline of its own; it creates vision, articulates the vision, owns the vision passionately, and drives that vision to completion relentlessly.