A brand is not built overnight. Success is measured in decades, not years.

The most frequently violated law is the law of consistency.

A brand cannot get into the mind unless it stands for something. But once a brand occupies a position in the mind, the manufacturer often thinks of reasons to change.

“The market is changing,” cries the manufacturer, “change the brand.”

Markets may change, but brands shouldn’t. Ever. They may be bent slightly or given a new slant, but their essential characteristics (once those characteristics are firmly planted in the mind) should never be changed.

If the market swings another way, you have a choice. Follow the fad and destroy the brand. Or hang in there and hope the merry-go-round ...

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