I am reading this interesting book by HR Patapievici which discusses the lack of a market for ideas in Romania. He says that we are, as a nation, unable to develop ideas in the sense of taking something interesting and enlarging on it, developing it. We just love to break new and big ideas and leave them there. Naturally this refers to philosophy
We seem to be doing the same, though, with brands. No one is willing to take up and build on someone else's strategy. All we want to do is rebrand and reposition starting from he very odd idea that we are the first and only ones to know best.
communication is essential to business making and it involves more than the ability to name your product, write a tag line or a press release. It's an intricate, rational and scalable effort and, let's face it, not anyone can do it.