BRAND RULES

Why are so few companies successful at setting themselves apart? Branding is mercilessly discussed and rarely mastered. Everybody's favorite word is different. Yet being different appears to be the last thing most folks want. How do you go about building an audacious brand?... Do you have the vision to set yourself apart? The will? You can lead the herd, or be content to move with the herd. Leading is a lot more satisfying. How do you move ahead of the herd?