The biggest enemy to your business these days is being average.  With mass customization, free information, and a tight economy, you need to drive your branding image.  What are the new rules for branding? 1 – It must have a plot or a storyline.  Think Disney.  Chipotle has it’s brown bags with stories on them.  Harley is about terrorizing small towns (see previous blog post) 2. It must be unique to stand out.  Unless you have a BHAC (Big Hairy Audacious Concept) you have beige, average, pedestrian. 3. It must fill a need or create a new mind set for
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