The brand that wins is the one that has no rules.
Too much of what you see running around the business world or life that gets labeled as “wisdom” or “thought leadership” and too much of it is self-serving bunk.
Here is the thing…if you are going to use the term branding without irony, you have to recognize that we live in an environment where there aren’t any steadfast rules. Or, there is only one, and that is that you have to take each day and try and build and re-invent your brand to reflect the challenges of that day and the ever changing environment that we are dealing with.