Why it is important to separate your company from the pack by evangelizing the ideas that drive its mission.

It’s probably never been more difficult to sustain and grow a brand than it is today. Your competition always seems to have more of everything: Money; share of wallet and mind; and advocates. And category leaders tend to get more bang for their buck: pole position has its advantages.  That said, if everything else is more or less equal–your product delivers in the way that's been promised; it conforms to expected standards of presentation for the business you're in; you're minding your branding P's & Q's–how do you keep your brand competitive?

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