WHAT WE THINK ABOUT WHAT YOU THINK ABOUT.
This morning I read the story of Samson and Delilah in the book of Judges. There have been a lot of songs written about that story. The Grateful Dead did one, I think. But my favorite is "Hallelujah," by Leonard Cohan..."she tied you to a kitchen chair, she broke your throne, she cut your hair..."
As I read the Samson chapters, I was amazed at what a huge jerk this guy was. And yet God used him to achieve His purposes, and blessed him. So that gives me some hope. I may be a jerk, but I never burned a field, gave my wife away to my friends, ripped a gate off of a city wall, killed anybody with an animal part, or knocked down a crowded building, crushing the inhabitants. And I never let a pretty girl get between God and me, just because she flirted and nagged...at least I don't think so.
What's all this have to do with branding? Well, Samson was a Nazarite. One of the brand distinctives of a Nazarite is that they NEVER cut their hair. He gave up part of the essence of his brand and betrayed his stakeholders for a short term benefit (getting to take a nap on Delila's lap!!!!). Know your differential advantage and stick to it.