As a thought experiment, ask yourself, “How does my brand bring new perspective and life into being for other people?” Don’t you think it should? We live in a world where constant innovation and reinvention is a necessity and an expectation. Opinions and judgments of your brand are formed in a matter of seconds. A person will buy your service or product when it matches their expectations. As a smart marketer your purpose is to exceed their expectations. When it comes to expectations, are the opinions and judgments your customer is making about your brand exceeding their expectations?