Branding Short-term thinking threatens key disciplines such as design and strategy. Trevor Cairns is “starting to despair”. He despairs that every brief he sees seems to mention “disruption”, yet few mention brand building. He despairs that he hears statements like "I don't care about the idea as long as we’re the first brand to use the technology’." Trevor, you're right about defending the sanctity of the idea, My only question is why are you just starting to despair? When it comes to branding, most senior leaders have always skipped over the meticulous prep that will make the job easier and longer-lasting. Most have always just started rolling new paint onto the walls. Article: It’s Time to Challenge Brands’ Short-Term Thinking