In my first piece, I discussed the differences and contrasts between business and brand. Because they lack a compelling idea, many Singaporean enterprises, although being world-class in terms of operations, are essentially businesses rather than brands. Everyone's mind is on it. Customers purchase items from these businesses because they are less expensive. Brands are intangible; they live in the minds of customers as concepts. You already have a powerful brand if it is intimately linked to a concept. Otherwise, you're just running a company. It's no longer enough to own a firm; whatever you have to offer, your rivals have as well. These rivals (of which there are a few) will be able to provide a superior product or service for less money over time. You need a brand to survive in today's hyper-competitive environment. You need a strong brand to succeed despite the continual barrage of competition.