From the time we wake-up until that last shot of tequila before bed, we are surrounded by brands. They’ve become so ubiquitous we barely even notice them, but are they real or an elaborate ruse designed to make us spend more? And, more importantly, how can we leverage the power brands hold?

Companies can be a lot like couples: a good balance is often better than a bunch of the same. It’s called branding, not blanding, and there are good reasons to keep the brand fresh and flexible–especially when your audiences and your competition aren’t the same across the board.

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