"Your brand is not what you say you are...Your brand is what your customers think you are." Any company could perform better if it followed the principles of Brand Harmony, but those who actually succeed at Brand Harmony are those who are willing to question their past marketing practices and have a strong, active desire to improve their company's performance. They are willing to believe that there is a better way to do things, and they refuse to let any bureaucracy get in the way of making changes that will improve their organization's results. They are willing to admit that their customers have great power, and that these customers will scrutinize any and all interactions with the company, and, for that reason, they are committed to involving their entire organization in the marketing process. They refuse to let internal turf wars and parochial interests get in the way of creating an experience of Brand Harmony for their customers.

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