When times get tough, the shakedown that follows rebalances the playing field. Especially so in business. While “for lease” signs become increasingly visible on high street shopping strips, businesses that stand for something continue to trade strongly. Be it an ice cream shop south of Cape Tribulation that only sells one product – a sampler of three flavours blended from its orchard’s fruits, or quality products such as the American Kitchen Aid blender and Miele appliances that rarely have a need for a price based promotion, brands that have a clearly articulated purpose or belief are more relevant today than ever before.
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Tags: BE Brand, belief, Brand, business, Kitchen Aid, Miele, purpose
