What happens to a company when the core of its identity – the basis for its brand image – no longer fits with an emerging economy? Leaders have ideas and even visions, but do they understand the identity the market has of their company?
Stretching products and services in ways that don't align with, and sometimes even fight against, that identity has consequences. As Yogi Berra reportedly said, “You’ve got to be very careful if you don’t know where you’re going, because you might not get there.”