The Race is On! - One of the key evolutionary advantages for your brand today is reduced "time to mindshare." Without this, your products and services can't benefit from time to market, which is shrinking at a steady rate. How do you accomplish this in the current economy?

The internet and other recent IT advances have dramatically increased the speed and fluidity with which brand communications spread through populations. The "warp speed" style of branding pioneered by technology companies in the past decade has spread to many other industry sectors, fundamentally changing the way many brands are built.

Disrupt or Be Disrupted - "Disruptive" branding has prevailed, selecting for adaptability, making survivors more efficient, competitive and responsive to change. Unfortunately, much of the disruption has been self-inflicted, resulting from hastily executed marketing that ignores many of the common-sense basics of branding. Think Pets.com Super Bowl commercials.

How do you do this in today's economy? - You need to get your brand right from the start. This means building an infrastructure and a process in your organization through which you can define the brandscape, get input, analyze and synthesize it, make strategy, and communicate it to your organization before executing marketing. Once marketing is executed, you can use this infrastructure to chart progress and make necessary tactical corrections and adjustments. This is what BrandSequencing™ is all about.