Do you remember who ran 2nd to Cathy Freeman at the 2000 Sydney Olympics? No? And do you know why? Because nobody cares!  

If you want to be a winner, you have to think like a winner. The same philosophy applies to branding and leadership.

If you want to be a leader, you have to think like a leader.  Ask yourself why Mac is now number one in the computer stakes and what that Apple really represents. Mac took a stance. They thought beyond the box, the packaging and the hard drive; they thought long and hard about their market and the functionality their market craved.And when everybody laughed at them, they stood up and laughed back.

They defied trends because great brands represent a revolution. They revolutionise industries, thoughts, behaviours and buying patterns.

Branding is attitude. It is leadership. It’s taking the Red Bull by the horns and making a product, industry, and consumer behaviour your own.