A brand is like a house. It needs to be remodeled, repaired, and maintained. If your brand is not refreshed in a timely manner, as the fast-changing world is, you are already behind the competition.
Lewis Carroll said this in Alice in Wonderland: "...we must run as fast as we can, just to stay in place. And if you wish to go anywhere you must run twice as fast as that.”
A leading and influential brand must be always relevant to its changing and evolving target audience in content, and must learn from, inspire, and enrich their lives.
A powerful brand should have vast room for adaptability and growth. To keep running twice as fast to get anywhere, as Lewis Carroll said, it must first know exactly where it wants to go, and how to fuel its run with exhaling the obsolete and inhaling fresh oxygen, constantly.
Not only must a power brand always be relevant to its changing and evolving target audience, but it must also lead its target audience, inspire them, learn from them, and enrich their lives.
In an ideal situation, the brand and its target audience feed off each other's ideas and energy, somewhat like a rockstar feeding off his/her fans' enthusiasm.
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