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A parable, for now

Archilochus put it in twelve words, twenty-six centuries ago: "the fox knows many things, but the hedgehog knows one big thing." When it comes to brand, are you a hedgehog, or a fox?

A mock nineteenth-century natural history plate: a European hedgehog in undergrowth, wireless earbuds lodged among its spines, with seven small diagrams of brand evolution printed beneath.
Plate I — Hedgehog

One big idea, carried everywhere, collecting whatever it brushes past.

A mock nineteenth-century natural history plate: a red fox on a mossy bank strewn with discarded smartphones, with five small brand-architecture pyramids printed beneath.
Plate II — Fox

Many small things, held loosely, none of them load-bearing on their own.

Food for thought

Wovon man nicht sprechen kann, darüber muss man schweigen. Whereof one cannot speak, thereof one must be silent. Wittgenstein · Tractatus Logico-Philosophicus, 7
The wealth required by nature is limited and is easy to procure; but the wealth required by vain ideals extends to infinity. Epicurus · Principal Doctrines
If you want to know what God thinks of money, just look at the people he gave it to. Dorothy Parker