Full disclosure:  I’m not an energy-drink guy.  The mad-scientist combination of carbonated water, sucrose, taurine, benzoic acid, pyridoxine hydrochloride, maltodextrin, and 17 other multisyllabic compounds just doesn’t do it for me.  That said, I do give credit where credit’s due.  The category is as strong an example of brand consistency as you’ll find.  And one…

“Do I need a mission statement?  Do people even have mission statements anymore?”  I’ve gotten questions like these from clients on more than one occasion.  Since everyone just loves a vague response, my answer is yes and no.   To explain, let’s use an analogy from the exciting and insanely-lucrative world of Marvel.  Thor, the…