I assume that this sort of says it all.

Everyone wants “big.”

The article talks about brand curation, really.

That seems to be a lost art, these days. I worked for a corporation that had one of the most powerful brands in the world (but has taken some real hits). I watched them dilute that brand, and make lots of money, but really get clobbered. They are now regrouping, and, I hope, re-establishing their original luster.

They were able to take a fairly small corporation, and compete with mega companies, on the strength of their brand. When they grew rather explosively, in the 1990s, they sowed the seeds of their own demise, in the mid-2010s.