Sometimes the most relevant analogies are found in the least likely of places. While Pink’s new single “So What” is a vocal shout back at her ex, it could also be used by businesses as an anthem in today’s economic climes. In fact, the music industry (or at least the artists in it) could be used as the perfect example of how adaptation is the best business model. The question is, will the business world listen?

If someone were to ask you what your brand is, how would you answer them? Would it be your slogan or tag-line? Your logo? Perhaps it’d be your product or service? Then again, maybe it’s your business’s direction. If the question doesn’t give you an immediate answer, don’t worry – you’re not alone. Here I look at what your brand is and why you need to look after it.