As something grows, it's natural that it becomes harder to control.
The same idea applies to today's brands. It is natural that a brand wants to continue to grow. But growth comes at a cost. It creates the risk that as your brand grows it could become diluted and lose sight of why it exists in the first place.
And brands that lose their "big purpose" are the ones that ultimately fail in the marketplace.
So how do brands overcome this? Simple. Brand stewardship backed by a rockstar brand strategy.