Duh!

Brand Autopsy: Advertising’s Little Blue Book: "You cannot create a brand before you create a business—the process is simultaneous. As you build your business, you create your brand. Dig?"

Brand Autopsy quoting Steve Lance and Jeff Wool. Erudite, clear, concise. Now do it!

UPDATE:
It seems I'm not getting my facts right here. John Moore was the real author of the insight I'm quoting.

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