We know that in business, ideas are cheap.

It's execution that wins the game.

So you have to take your brand as seriously as you do in a product or the delivery of a service.

You have to take it all the way through.

So you have to hire different.

You have to hire better.

You have to train and implement certain things so that people are living up to the promise of the brand.

Thank you. so that people are living up to the promise of the brand.

We recall that a brand is the person's got feeling about a product service organization as defined by brand legend himself, Marty Neumeier. So what happens if you're in a situation where the

perception of your brand is different than your own image and your mind or what you wish it to be?

And this happens all the time. There's a misalignment. And if we go with the conceit that your brand isn't what you say and it's what they say it is,

then the only one that really matters is what they say it is.

And we know that recently, I think Chevy got into some heat because they came out with a Camaro

that is an electric, I believe, or a hybrid engine that loses all of the identity of Camaro, which is American muscle car that's loud and powerful.

And so the perception from the audience is Chevy's lost their way.

They've neutered this masculine vehicle, and they're moving in the wrong direction.

There's another one that came, I don't know why I'm talking about car companies,

but with Jaguars, Jaguars rebrand,

and trying to appeal to a whole different demographic, that's more feminine,

that's more inclusive, that's more fashion for than the traditional heritage.

They change everything about it.

And so people are up in arms saying,

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