Can Your Brand Survive the Hit?

Let's assume for a minute that you are trying to build a unique 'global micro-brand.'

You know that every single interaction with another individual matters and can increase or decrease the value of your brand.

But, are there times when you can (or should) consciously take a hit to a portion of your brand so that you can increase the overall value?

We'll use a corporate example, but the same could apply to an individual situation....

Say, for example, that Microsoft decides to start really investing in an online experience in an attempt to avoid Google from becoming the Web OS.

And, to do that, MS had to decrease investment in some aspect of Windows or Office (maybe MS given its huge resources isn't the best example, but you get it).

As a result, let's say that current sales of Windows or Office suffers or maybe the product lacks a certain feature, etc. in the short-term. Maybe the stock suffers.

In the long-term, though, let's say that Microsoft does make inroads against Google.

Is it worth it?

Obviously, you never know, but is risking your brand equity something that is smart or stupid?