Brand strategy and communications sometimes seem like an "add-on". After all how many marketing/communication directors make it to the Board? And how many are CEO's? Furthermore, the political/economic/social environment one finds oneself in often dictate what one can or cannot achieve by way of brand/communications strategy.
In less developed countries, the power of brand is HUGE as individuals encircle themselves with the trappings of power and success to validate/justify their success and show the world they made it!. This is less true in more developed countries, as people become more disillusioned by the shackles of capitalism and long for a return to a more simple, authentic life. Hence the move towards "no brand", "no frills", "slow food" and more focus on life/work/play balance. This is important. Because people are changing their view of what's important in their lives. Companies and their brands that don't recognise this new paradigm are going to be overtaken with more enlightened brands that get it!
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