It's remarkable how closely the life of a brand follows the pattern of a human life. The brand is born - often through a period of intense struggle. From an early age it demands constant care and nurturing. With the right care it grows quickly, and starts to build and strengthen its personality. A brand soon reaches an age where much greater help is needed to move to a new level of maturity. After that it might stay at the same level, or with a huge and consistent effort reach the point where its aspirations become much greater. The brand might desire international growth, it might seek to join with others as part of an acquisition or decide to build a family of brands.
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