The Strategic Brand

A brand is a living thing …in a world where only the strongest of living things survive.

Pineapple Hill’s “farm Jeep” has few bells and whistles. Holes in the floor let water run out.


A brand exists, not only on a business card, website, ad or brochure …but, more importantly, in the minds of all persons engaged in the brand: the entrepreneurs and owners, the prospects and customers, the employees and vendors, the legislators and neighbors and others.

As a living thing, a brand is dynamic, not static. Without care, it will suffer and perhaps even die.

The strongest brands are sure of themselves (of what they are about) and are constantly moving forward in the direction of fulfillment, improvement and growth.

It is fascinating to see them in their endless dance…in step with the rhythms of the marketplace.