This is a terribly written article. The writer wanders instead of making his point. Though when he finally makes it, it’s a big one. Unfortunately, after getting a grip on his purpose in the next-to-last paragraph, he falls short of explaining why investing in your brand is so critical. Despite its shortcomings we’re presenting this article anyway because, well, we violently agree with it. Recently we dealt with a client whose executives neglected to invest in their brand for only a year, and the results were not pretty.