So, you don’t have money to invest in your brand? You do have money for damage control, right?Here’s the thing: anyone can make your brand inferior in your absence.

What is the “Once upon a time” of your brand story? Ask yourself this: “How does what I’m building help consumers close the gap between who they are today and who they want to be tomorrow?

People change, and so do their aspirations, and so should brands.

All human aspirations are opportunities for brands to build relationships.

Your brand story’s “happily ever after” involves open wallets.

Positioning is finding the right parking space inside the consumer’s mind and going for it before someone else takes it.

People relate to people, and if your brand feels like people, they’ll relate to you, too.

Products shouldn’t just work well, they must unfold well.

Brand and product don’t compete. Brand is product, and everything else conforming to the unique story that consumers create when they think of you.