according to certain articles, could be a new technology solution, or a new customer management system, or perhaps a stage-gate product development approach. All of these can be of value in the right circumstances. But don't overlook what you may already own - your brand.  

Your brand, when carefully managed, is your connection to your customer. Because a brand can have apersonality,it can elevate your interaction from purchase into a relationship. And a relationship with your customer is the first step in growing your business and sustaining it over time.