A strong brand lives on the details. This is perhaps an obvious truth but not so “obviously” followed in a general way. The strongest evidence of this is that the brands that invest in these same details still stand out from the competition. What we are seeing generically is a focus on the product and the idea that branding is – still – somewhat folkloristic support of marketing. The belief is that if you have the right strategy and the product is good, that’s enough. Well… that’s not enough.