Brand is just a perception, and perception will match reality over time. Sometimes it will be ahead, other times it will be behind. But brand is simply a collective impression some have about a product.
The path to the CEO’s office should not be through the CFO’s office, and it should not be through the marketing department. It needs to be through engineering and design.
The space shuttle was often used as an example of why you shouldn’t even attempt to make something reusable. But one failed experiment does not invalidate the greater goal. If that was the case, we’d never have had the light bulb.
