And the Lightbulb Goes On!
"A brand (or new product offering) is nothing more than an idea. Ideas that spread are more likely to succeed than those that don't." -Seth Godin
While this probably seems like common sense now, it wasn't always and for many ( I can vouch for that!) it still isn't.
Break it down though.
So often we come up with a "brand" or "product" and that thing takes on a life of its own. It's nothing more than an idea someone had and our job is to help other people first know about the idea and then (hopefully) accept it and agree with it.
When we place too much stock in the "thing" we lose focus of helping people see our idea for what it is and for what it can be.