The difference is that you are investing time, resources, and money into branding, marketing, infrastructure, all to create your brand against the existing vision and mission of the company.
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This makes a big difference in how Schultz articulates the vision behind the brand.
With a bit more focus and vision, the Xperia brand name could do very well in the medium to long term.
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What I worry about is management vision, how the brand stewards of a company are migrating from one fad to the next, how maneuvering through Creative Destruction is an art and science unto itself.
The partnership has been a blend of Chinese entrepreneurship and multinational management that has pushed Goodbaby toward its ambitious vision as the leading global brand for all things babies and kids.
"After a celebratory cup of Joe, we will immediately begin the transition of the company and implementing our vision for quality customer service and building the Tully's brand, " Dempsey said in a statement released Thursday.
Having LG Electronics supporting Google TV could be a major win for the TV-centric platform, but LG is also hedging its bets by supporting a rival consortium with TD Vision (which owns the Philips brand) and which seems to have support from Sharp Electronics.
"We're the only brand that has credibility to formulate such a vision, " says Mr Samuelsson.
As part of his plan to reinvent Penney, Johnson pursued the Martha Stewart brand as a key element in his vision to create mini shops devoted to different brand that would replace racks of clothing.
The fact that he had an eating disorder (what do you take for that? cake? pies and chips?) he could not control suddenly should become the problem of a company that has its own vision of its brand, has no one to report to but its shareholders, and generally does not need his business.
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To begin with, distancing the brand from its namesake the man who truly personified its style and vision could alienate longtime loyal customers.
Like a VC, we want to see a leadership team with vision and the ability to execute and a strong plan for the brand.
He united numerous business entities within Hallmark in support of a new brand, Hallmark Business Connections, and gave them the tools and the vision to truly make a difference.
We started thinking about the original vision of Mr. Wilson, which was to build hotels with a brand name you could trust.
Steve Jobs, for instance, unified a once-hostile board with his vision for the company through continued demonstration of his complete commitment to the Apple brand.
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