Big vs. Small or Big becomes Small or Be the brand

The paradox of a [tag]brand management[/tag] and market segmentation is fairly well put together in this [tag]brand autopsy[/tag] piece from John Moore. It has a captain obvious feel, but some times the simple things are just plain missed as we get wound up like tops putting out fires, working on tasks and working towards a goal.

So what Moore has really done is highlighted the importance of [tag]brand attributes[/tag] and [tag]brand integrity[/tag], in a very simple form.