“Even a great brand needs investment and caring if it’s going to retain its relevance and vitality.” These words were echoed by Steve Jobs when he introduced the Apple Think Different campaign a few years back. In this video, Steve states that although Apple was one of the world's great brands, it had clearly suffered from neglect in this area in the last few years.”
Products like computers and shoes are commodities. In this noisy world, people won't remember why Nike shoes are better, or why you have a better product. Instead, customers want to know who is your brand and company. Steve Jobs and Apple answered this question for Apple:
We believe that people with passion can change the world for better.
This year, determine your core value. Answer the Steve Jobs' question for your own brand. “Where do we fit in this world and what do we stand for?”