Sometimes there are big items or changes that affect brands, but more often than not it is an aggregation of little things that come together to make a brand special. Tom Peters used to talk of ‘small moments of delight’ – when a brand presents something small, new and surprising. It’s not necessarily going the extra mile, but often just the extra yard… then doing it again and again. Tiny points: slightly more thoughtful packaging, pro-active client service, an unexpected loyalty reward. Think of your favourite brands and what makes them special – I would suggest there may not be one ‘Big Thing’, but half a dozen small things they do very well.