BizSugar.com › Strategy › Stay True to Your Brand for Long-Term Viability

Great brands operate at a higher level.

They don't change the essence of who they are as the business changes. That's backward and that's why companies fail. Instead, they make sure that they direct how the business changes so that it fits with the brand, from the new lines they bring in, to the employees they hire, to the competing company that they purchase, every move has to fit through the brand filter.