As we enter the second decade of the 21^st century, here are some ideas to consider shaping today and maybe tomorrow.

• It takes more than advertising. Once, running an ad for a product or service was enough. Today it’s a beginning. Or perhaps a middle. But surely, not the end
• If one voice is powerful, a choir can be profound.
• Sameness breeds apathy. For your product. Your brand. Your work.
• WWII is finally over. You can see it in the trends shaping business. Global. Competitive. Demanding. Unfamiliar. The US market is changing.
• A brand is not a mark, or an attitude, an identity or a behavior. It is all of these.
• Living in your customer’s skin has never been more possible. Or more necessary.
• You don’t define your brand. Your customer does.

Once, branding was another word for advertising. Now it defines success.