Do not think we are on the brink of a newer level of strategic excellence, it is just sound branding showing presensce. Time allows business to mature and with growth businesses pick up weight and frequently will want to slim down.

Branding requires leading and not just management. Fellow leaders in branding tend to be identified as trend setters and other businesses follow suit. A sound and solid branding practise will need a brand to maintin its relevance through time. Thinking twice before slimming down can save a brand. Efficient brand analysis will reveal that the current weight of the brand compliments the customer base and only toning is needed to accomodate trends.