Sweat the detail.

"We've got this saying, 'performance by the aggregation of marginal gains,'" Brailsford continued. "It means taking the 1% from everything you do; finding a 1% margin for improvement in everything you do."

Sir Dave Brailsford, Team Principal at Team Sky Pro Cycling was talking about the reason for Team GB's emphatic domination at this years Olympic games in London, but he could so easily have been talking about branding. You'll have big programmes - marketing, hospitality, sponsorship - but don't lose sight of all of the tiny touchpoint details because this is where performance and differentiation live when all brought together.
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