Market pressures encourage short-term thinking. Yet your brand’s success depends upon your ability to take the long view, and to adopt a customer perspective. A few key principles to consider:

  • Brands are living systems. They require constant attention to detail.

Think Disney or Cleveland Clinic or Ideo.

  • Brands are future platforms. They need forward momentum to compete.

Think Google or Facebook or Hulu.

  • Brands are user experiences. They demand customer centricity for focus.

Think Zappos or TED Conferences or BMW Group Designworks USA.

  • Brands are design opportunities. They necessitate continuous renewal for growth. Think Apple or Lady Gaga or Synthetic Genomics.

Great brands are the result of a sustained and cumulative effort. Without a long-view attitude and a customer-centric approach, you risk creating brands that are simply bubbles without a future.