“Identity is cause;
brand is effect.”
It is why you do it and less about what you do. When you focus on why you do it you will get followers buying and remarking about what you do. If you are really good on a rare occasion they will want to know who is doing it.
“However beautiful the strategy,
you should occasionally
look at the results.”
It’s not a better execution or direction but often times a need for better strategy. Built from a working insight on the lay of the land, one will evolve as new data is collected and the best predict it.