Even the biggest, best and most exciting brands are at risk of slumping into obscurity, writes Steve McKee. The problem is that it's tough to maintain an effective corporate culture as your organization grows, and the fault lines that develop can, if uncorrected, make you just another unspectacular company. "Never take the internal dynamics of your organization for granted. Don't assume that what got you there will keep you there without constant nurturing," McKee writes.

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