“It takes 20 years to build a reputation and five minutes to ruin it.  If you think about that, you’ll do things differently.”

– Warren Buffett

• The brand goes beyond the daily work
• The brand needs to stand for something beyond money
• The business can survive and thrive beyond the family
• What can you say about your company that is “the Opposite” of your competitors?
• What can you say about your company that is beyond “It’s our people or It’s our service”?
• There will be pain, gaps and chasms
• Priority = Stabilizing the Brand.
• By the way, the brand can only stand for ONE thing.