In my experience, this axiom is a foundational truth about brand equity that is born out again and again in consumer research.

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How you treat your customers, employees, and vendors tells the truth about your brand.

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Then figure out what the deep truth of your brand will actually support.

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But the liquidation of a 40-year-old bookstore chain ultimately tells the truth about the brand and how it was managed.

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In truth, filling the brand management gap is feasible .

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The fundamental and inescapable truth is this: If you own a brand and the founding spirit is no longer a force in energizing the brand, you will then need a way to fuel and renew the brand.

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The steps end with the Ultimate Moment of Truth, which is when people share their experience with the brand or product.

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