Branding needs to project the right image. Before it does that, it needs to be true to the business. I see too many instances in which the focus has been flipped around – putting emphasis on the externalities, like look and feel – to the distraction or detriment of the business.

I also think that it is the business that drives it, not audiences. Audiences respond, the business (usually) reacts to that response, taking it for a sign that it needs to react when the best place to learn how to become strong, more resilient, and enduring is to learn what you haven't yet realised about your business.

Brands get in trouble for precisely this reason. They forget what they're about.

Branding is all about being true to the business.

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– building white spaces vs. drilling black holes and why next generation CEOs need to understand marketing

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– developing the publisher's strategy canvas

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