As our businesses grow, it’s natural for us to move in new directions. I’ve used the tree analogy before-our brands are like trees, and trees grow towards the light. Our brand ideally is anchored with a health set of roots and are uniquely different and ownable (brand essence). Then a competitor springs up before us, blocking out some of the light. Like a tree, its ecosystem is designed to ensure all parts of the tree, especially the roots are aligned promoting overall health.
The question for Marketers is how to make sure our branding always represents us…
