Great brands know that brands are built not by what you say, but by what you do, and so they make brand culture— not communications—the priority.
Great brands develop a symbiotic relationship ... using their brand identity and values to shape
their culture, and leveraging their culture to bring their brands to life in everything they do.
Great brands continuously seek out opportunities for brand expression in even the nest details of execution and they design their brand experiences down to the last detail.
Managers of great brands constantly address the question “What business are we really in?” to maintain their critical emotional ties to consumers while driving the development of new concepts that break category boundaries ...