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Brand Building Is Essential – Even When Sales Are Through The Roof


Yesterday I attended a presentation by a company that grew over 5,000 percent in its first year of operation. Staggering numbers for sure. The business model appears sound. The future looks bright.

Growth on that scale tests operations, cash flow, supply chain, and of course, people. Meteoric growth also puts a brand to the test.

Principles of doing business can be pushed aside in favor of expediency. As many new people are added, especially in rapid succession, passing along the brand torch becomes increasingly difficult.

So in spite of near certain growth it is time for this company to focus on the fundamentals of brand building. A solid brand foundation will go a long way to support the weight and volume of growth percentages in the thousands.

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