You might think being around awhile makes a brand stronger. Not so much. With the passing of time, the arrival of shiny new competitors can make your brand blend into the landscape. Branding isn’t an event; it’s a way of life. Especially if your company has a lot of years behind it, you need to constantly refocus on reminding the marketplace about what makes you different from — and better than — everyone else. An annual brand check-up is a good place to start. Get the powers that be together and take an unflinching look at the state of the brand in 2016. Then do what it takes to restore that old lustre.
