Read another quote in Brand Gap today that struck me:

"You plant new trees for future profit and you harvest old trees for profits today. The trick with brand is to know which is which. What may seem like growing a brand may actually be harvesting it."

Brilliant. I was trying to find a good example of a brand that thought it was planting, when in fact, it was harvesting and damaging it's brand in the process. Then I saw this post on the Andy Sernovitz blog about Krispy Kreme. Go read it. And thanks Andy!

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