How far is your brand from aligning with the ideals you want to stand for now?
Resignify your identity within modern paradigms. Be conscious of your brand identity, not its projection, throughout the years. Try to extract the essence from the past context and reapply it to the new one. Refrain from limiting yourself to what people perceive you today. Think of what your brand could mean tomorrow.
“Define your trajectory. Determine the principles at the heart of your experience and ethical leadership that will make your brand a great and good addition to the arenas you want to play in. Be ruthlessly singular and pragmatic about what will make your brand a strong centerpoint for your business. Could your brand become a verb that encapsulates a way of doing things?”
Gonzalo Brujó, Global Chief Executive Officer, Interbrand