The Thinking Behind The Tweet
A brand isn't a cute visual.
A brand isn't a catchy logo or a slick tag line.
A brand cannot pretty up a flawed character or a troubling culture.
When testing new branding, take a step back and look at your personal character and your business culture. Do they pass the litmus test? Do they render an investment in 'branding' worthwhile? Or, do they neuter your branding expenditures?