Brand focus: why great brands just say 'no'

Claude Singer, senior vice-president at Siegal & Gale, believes that maintaining brand differentiation is a ceaseless exercise in saying no: no to fads, no to temptations to wander from a brand’s core, no to departing from what makes a brand great.

Brand Focus: Why Great Brands Just Say 'No'

Claude Singer

People have observed that a baby's first word is often 'no'. A friend of mine says that his infant son's first word was 'no' and that his first complete phrase was 'no way'.

Why 'no' is...

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