Brands are the flags of marketing. They stake out a certain territory and inform the world that what lies within sight of the flag belongs to those who fly it. At least that is the way it is supposed to work. Now, branding is riskier and less predictable. Events in the past decade have proven that there are no certainties in the world at large. That is not true in the world of marketing. We can be certain that it will be much tougher for companies in the future to design the right flag, let alone to fly it.

Brands are our economy's atomic core, but they are being threatened like never before by a series of hostile forces in a confused and diffused marketplace that is evolving faster than the brands that populate it. The best defense is to build a brand that protects the brand's franchise and provides a springboard for innovation and profitable growth. Strong brand strategy allows brand and marketing managers to better understand who they are selling to, what their brand is today, and what it can be in order to create the optimum brand intent. A brand is a promise, and you have to keep promises. There is no difference between what we sell and who we are.