Building a brand in the trenches

“It is my intention to proceed slowly with our trenches.”Peter Stuyvesant, last Dutch Director General of New Netherland (before it was named New York)

We are periodically exposed to the glitz and glamour of global brand building, and more so when it is a resounding success. The typical razzmatazz includes expensive launch (or re-launch parties), campaigns showcasing success, CEO / CMO interviews in…