When things are going your way in business and life, it's easy to feel like you've got all the answers.
But you don't... nobody does.
Just when you think it's all systems go and your brand is maximizing its potential, a chink in the armour rears its ugly head.
And while you come to terms with reality, in most cases, the actions you take to address areas of vulnerability will make or break your business in the end.
So how do you account for the unexpected and craft a brand strategy that's as bulletproof as possible?
What are some of the warning signs that your planning may not cover your ass the way you thought it did?
The strongest brand strategies typically account for evolving customer tastes and expectations. After all, it's predominantly your customers who shape your strategy, right? Capturing their hearts and minds is what marketing is all about.
The best way to connect with your customers and build a business they come to know and love is to shape your brand strategy around their identity and tendencies.
You've got to be honest with them though: who are you and why should they care? And of course, what's in it for them?
Being honest is only one aspect of the battle though.