FOREWORD
What is a brand, really? In my thirty-plus years working in this industry, I’ve observed the following: Every brand is a promise, and everything is a brand—from products and services to institutions and communities.
Building, maintaining, and growing a brand was once all about trust. And trust is something that is earned over time and performance. So the challenge used to be simpler: Demonstrate what your brand believes in, then prove it over time through actions across all touchpoints.
Today, the challenges of building a brand are more complex. We’re now short-term thinkers, in chase of the next shiny object. Our time is limited. Our attention spans are even shorter. Additionally, the ecosystem in which brands live has evolved. It’s ...
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