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The Brand Gap by Marty Neumeier

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Chapter 5. Cultivate

Cultivate

The Living Brand

Business is a process, not an entity. Successful businesses are those that continually adapt to changes in the marketplace, the industry, the economy, and the culture. They behave more like organisms than organizations, shifting and growing and dividing and combining as needed. Unlike the old corporate identity paradigm that prized uniformity and consistency, the new brand paradigm sacrifices those qualities in favor of being alive and dynamic.

Perfection? It never existed. Control? Fuhget-aboudit. As entrepreneurial consultant Guy Kawasaki advises his clients: “Don’t worry, be crappy.” Let the brand live, breathe, ...

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