If you're taking your company to a trade show in the near future, it's important to make sure that...

While on the road delivering seminars, I stopped at a large restaurant chain for breakfast. Some of their employees were on break eating the competitor's food at a very centrally located table. EVERY guest that was entering, leaving, refilling a soda, or placing an order saw an employee of this restaurant eating out of a bag adorned with a competitor's logo. What kind of message does that send?

While presenting at a chain's franchise convention recently, I was asked to talk about branding. Though a bit outside my area of expertise, the feedback I received from the corporate personnel after my presentation was "right on." A few pieces of information my presentation covered really struck a chord with the audience.

More and more companies are revitalizing their brand with a new logo, building remodels, new uniforms, advertising campaigns, and the like. Typically everyone, both within and outside the company, gets excited about the new look and message. After all, it's cool to have the latest and greatest of anything.

Beckham's brand development? Where can they go next?