Consider your brand a living thing. It has a unique personality and characteristics you can't fully control. Over time, you can watch it grow, nurture it, and guide it to fit its environment perfectly. But sometimes your brand begins to deviate from the factors that support it, and your strategies start to suffer as a result.
came across a number of people over the years who have positioned themselves as branding experts and persons who can help build your brand. And while some of them have been quite good at what they do, some are just confused; these are the ones that believe that they can help you design a logo and a website and a tagline and call it your brand.
Starting a business can be a scary thing. You give up the stability (albeit perceived) of a steady income with benefits. You put your career on hold. You sacrifice significant time and energy for the first several years just to get up to your former corporate salary. You enter a risky area where most people fail within five years.
As 2014 gets underway, something profound is afoot among some of the world's largest brands. They are doing things differently and challenging the status quo. Rather than being daunted by the prospect of change, they have the courage to embrace it, which I would argue is setting them up for a more successful future.