From the unworkable corporate Five Year Plan, American business have come full circle to having a "living" strategic plan. As ridiculous as this sounds, it is business reality. And, actually, which today's tools, more likeable than every to be a reality.

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A brand is a promise made to a customer. The more consistent the brand, the more loyal the customer -- theoretically. Branding is not about the color and shape of the logo. Branding is a process that pervades all departments of an organization. It is about the ability of the customer to count on the brand holder to serve, protect, and enhance customer selection over time.

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