In a previous edition of The Filter, we presented the concept that Brand and The Brand are two different entities. We defined Brand as “the accumulation of all of a company’s actions to make something meaningful and memorable” and we defined The Brand as “the look and feel of a company.” Though both concepts are different, their similarity lies in their shared indefensibility; there is no guarantee that what exists and means something today will have the same effect tomorrow. The only way for a company to persist or advance is to keep executing and evolving to the best of its ability.

This leads to the idea behind the title of this post: Companies take years to build up their brands, while a single moment can utterly decimate it. We outline examples of companies whose Brand deteriorated and explain why focusing on and evolving the more intangible aspects of a brand are important for longevity.

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