The number one rule of investing is to protect your capital. In marketing, your brand is your capital. The more you invest in it, the better it’s protected, and the greater the payoff.
Look around, and you’ll see that the top people with the biggest brands are always reinvesting in their brand. They’re also super protective; they don’t want their brand to be associated with the wrong people, be used in the wrong way, be seen in the wrong way, or have the wrong things said about it.
They’re leery of anything that might detract from their image.