Being different is quite frightening. You don’t know if other people will like you or hate you. No wonder, many prefer to be average Joe or Jane. The same is true for branding. Though every business owner’s dream is to stand out from the crowd, many are still afraid to be truly unique. Instead, they fall to the fatal follow-the-leader strategy. Courage is the backbone of branding. Having the guts to think and do things differently is a...