Brand ID is key to every company’s success and growth. Why then do so many senior executives at so many different companies screw it up? When you come up with a winning brand ID, it’s OK to build on it and to change it for the better, but not for the worse. Customers buy from you based on your brand ID. If that changes, then customers may change their buying habits as well. If you are fortunate enough to build a winning brand, you must do everything in your power to either maintain or increase the brand value and brand ID in the marketplace.