Brand dress is nice, but it doesn’t win wars
We all want our brands to look the part and to play the part, but the fact remains that fancy duds don’t do diddly in the brand trenches.
Brand wars are won or lost based on brand value delivered. If your idea of “brand value delivered” is polished helmets, white gloves, gold braid and tip-top tunics, then your brand stage is little more than a parade ground. There you may shine and troop the colors, but don’t be surprised when competitors carve out huge territories in the real world outside.
