I have been working with, talking about, developing and twerking brand strategy ideas for about twenty years. For the past few years though I have more and more avoided the term ”brand”, simply because it is starting to have too many negative connotations. Nowadays I prefer to call it value development and story curating. But since most people have a grasp about brand strategy these days, let’s stick to the term for now. Let’s just agree that here I am talking about the core of the brand and not its’ expressions as much. What I am about to share with you can save your organisation a huge amount of money. Not only that, and maybe foremost, produce a lot less friction. I am going to assume that the head management of your company or organisation is not a machiavellian, narcissistic, charismatic global wonder person. If this is the case then this may not apply to you. Some of the major brands of this world have certainly worked by constructing a police state. But for the rest and most of us, we are simply too kind and compassionate to go Napoleon on the world. But good Lord, there sure are many who try to. ”Attention! These are our four core value propositions - friendly, service-minded, trustworthy and delivery on time. And the color red. March!” At best this manoeuvre becomes just a pretty façade that resembles something hopeful, valuable, true and meaningful. And for a while customers may be prepared to give you the benefit of a doubt. But man is it costly. In order to keep the charade in check it takes hoards of lawyers, communication polices and manuals for just about every operation, and quality guards who make sure that the manuals are followed precisely and accurately. Realise and build on what already is. That’s not to say that investments in your business, such as a brand strategy, should ever be taken lightly or doesn’t come with a price tag. Quite the opposite. But this simple advice will keep you from