My friend Matt Lopez from London brought it up. How could I miss it? Without it, no branding effort can reach its potential.
It’s now officially the sixth trait to becoming a brandzilla. I’m going to call it the sixth sense. Cause if you ignore it, your brand may be seeing dead people. What Matt so astutely reminded me of is DISCIPLINE. 
To quote Matt: “I also think a key to being a brandzilla is discipline. The discipline to know your brand positioning and staying true to that positioning. Too many times in the quest for growth a brand may take on marketing and distribution opportunities that do not enhance or compliment their brand image and positioning. In fact, the wrong opportunity may give the consumer the wrong impression of your true positioning. Every partnership, communication and point of sale becomes an input in the mind of the consumer as to what you brand image and positioning is. Proactively or opportunistically, take on opportunities and communications that are in line with your brand positioning. I believe a brandzilla needs to have the discipline to focus on supporting the brand positioning with every marketing dollar spent and distribution point gained as well to say no to those that do not.....choose wisely grasshopper”.
FYI. This is the reason that we created the Brandzillas blog. If this was just a newsletter, Matt’s valuable addition to our jewelry industry branding forum would be a lot harder to communicate. Please feel free to make (or view) comments to this or any post to the blog. The interchange of ideas is what Brandzillas is all about. It’s O.K. to make me feel like Homer Simpson. (As I get older I’ve been reminded that I act more like him).
Mmmmm Donuts!
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