Make no mistake about it, building a brand is hard work … But there’s such a thing as over thinking your brand’s position.  The older I get the more intelligent the KISS principle becomes — Keep It Simple Stupid!  As marketers, we love to demonstrate just how smart we are and generate those accolades from mothers and colleagues alike.  But in reality, it’s about what works, what gets our products and services remembered and, of course, what sells.

A brand should appear like the inevitable, natural choice to the consumer.  Have the people at Coca-Cola given a lot of thought to marketing!  Absolutely!  But their basic brand colors have been red and white since forever –they even made Santa change his costume for good!  For kicks, take a look at this link for all (or, at least, almost all) of the soda brands ever marketed.