Brand managers, take note. Researchers are finding out that insecticides introduced in the 1990’s are causing the decline of bee colonies two decades later. Similarly, the impact of poor branding may not be felt for a decade or two, but ultimately it will catch up.

I see several colleges, companies and non-profits doing a reckless job with their websites and social media touch points, little realizing that the cumulative impact of these touch points will undo them a couple of decades from now. It’s the butterfly effect. Gentle nudges here and there will change brand destinies forever.

Brands, like children, need to be nurtured with utmost care. Great brand managers, like good parents, dream of greater futures and foster their brands carefully to create those greater futures.