The Biggest Risk to Brand Strategy and How to Skirt It


59% of people are likely to recommend a brand if it delivers a frictionless experience across channels.

Every successful brand has an identity. Many of them lose focus on it.

As companies evolve, they face demands to diversify and branch out from core competencies. Sometimes the move is positive but each step in a new direction includes risks – diluting brand consistency and stretching marketers too far to effectively protect brand identity.