I had a meeting with the CEO of a large private architecture firm last night for another course assignment. It was interesting that when I asked him what thier strengths were he said that "What we are really selling is a brand". He is committed to maintaining the brand by keeping everyone in the company focused on it. They are located in 5 countries and growing rapidly. He said that he spends ~40% of his time on internal Branding efforts, "keeping the vision", alone and feels that it is not enough. He targets 2/3 of his efforts on such projects. They are very successful with this approach and new business comes in as fast as they can grow.