The brands I admire most have a long-stand­ing com­mit­ment to their core prin­ci­ples, the things the brand stands for in the mind of con­sumers. Whether you like the brand or not, you know what it stands for.

I sus­pect that one of the rea­sons brands tend to zig and zag so much is the impact of orga­ni­za­tional dynam­ics, or the human desire to make a mark — what hap­pens when a com­pany changes its mar­ket­ing agen­cies, swaps out Chief Mar­ket­ing Offi­cers, or lacks a brand stew­ard… [Read more…]