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2019.12.18

The Dieline: Forget Disruption, Here’s How to Build an Enduring Brand Strategy

Every brand wants to have staying power—but every new brand also wants to hit the ground running, fast. As Silicon Valley pundits have long chanted, “disrupt or die.” But what if there’s a better way?

This week in the Dieline, CCO Alex Moulton shares how brands can do more of the right thing – and less of everything else.

“Instead of endlessly disrupting, the most successful brands today use purpose as a through-line to focus on how they want to use their energy and influence,” writes Moulton. “Instead of thinking about what other people are doing, they focus on themselves, resulting in a more authentic, engaging, and compelling ‘cool factor’ overall.”

To read on, access the full article here.