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Do you have the level of the brand right?

Should your brand have an identity at a very high level or a very
specific one? This is a critical question (technically called a "brand
architecture" issue) but my sense is that it is often ignored in favor
of just "going to market" with whatever new product, promise, premise or
idea someone thinks should constitute a brand.

Big mistake. Big potential waste of money.

Need to decide who your audience is, what they want/need, and whether
they are best served by a high level brand (so you include your brand in
that one) or a very specific granular one (so you start a new one).

Be more strategic ahead of time and save yourself headaches down the