D--Differentiated: I think that this is an important concept to address because what I have often seen in companies which do not reach the level of creating a brand is that they play the game of forceful differentiation. Ideas need to be natural and authentic which in turn will enable them to be different than anything else that currently exists. It is also important to realize that contradictions lead to destruction and the size of the destruction is contingent on the magnitude of the contradiction. When developing a brand, this needs to be part of each individual within the organization. They need to become the brand and the CEO needs to be promoting this vision at all times. Contradictions in the workplace will lead to a company with a non-existent brand!