While writing Venice: Selling-off a City Brand after being back again from there I thought ...
... even in case you are a city.
You built an empire, you built an image upon your heritage, you still work hard, you attract fans, you attract money, you attract the media.
You established distinction upon the cities of the world.
But: You do not realize that you yourself change, your personality, your character - by attracting more fans, becoming more successful.
You do not realize that you some time ago started to attract the wrong people, took a wrong turn on your road to success. You do not realize that you for some time now try to be everybodies darling. You do not realize that becoming everybody's darling is almost never successful.
Au contraire, everybody's darling will soon become nobody's darling, because you lose your edge, your personality, your distinction. Everybody's friend is nobody's friend.
By not concentrating on your inner, your long grown talents, and mastership, you will become like everybody else.
By being nice and pleasant to everybody, by not polarizing, your message won't be clear enough to cut through the clutter.
Pleasing everybody forces you to focus on the smallest common denominator. If you like it or not: you will have to sell cheap. Your brand, your company, your city, yourself.
You do not like that? Stop becoming a commodity!
Become premium! Be distinctive - by being unique & relevant!