I think that depends on how you treat your brand. If your brand is an asset that you've cultivated like a Slow Food junkie, it probably is paying you back now. On the other hand, if your brand is lukewarm and maybe even what I would call a flat brand -- existing only on paper, but not in any one's heart or mind -- then, your brand does not matter more now. That doesn't mean that it can't. Brands are forgiving once you admit that you've been neglecting them. Think about the impact if your brand was completely unique and distinct in your market. It could be speaking when others are silently blending in.
« Look for the Unexpected | Main | Lifestyle marketing in a cup »
February 11, 2009
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