"It may sound ridiculous, but, company leaders, ask your brand where it wants to go. Seriously, ask it. Like the author whose characters are so deftly crafted in his mind that he can “ask” those characters what they want to do in the story next (and the characters will “speak” to the author), ask your brand where it wants to go and what it wants to do. If the brand is defined and potent enough, you may be surprised at what you’ll hear it “tell” you."
Vertical Brands Crash. Horizontal Brands Fly. All You Have To Do Is Ask. - Forbes
