Fool me once
An astute opportunist can construct a brand solely on an economic model. By attempting to follow a formula of another brand’s success, they can make it look, feel and sound like the thing they're trying to emulate. But ultimately if the brand isn’t built on an authentic idea, it will ring hollow. There is no soul. The best brands are born from an idea, a passion, or a very real need. A brand’s soul should remain the same from that initial spark through any transformation that