1) Brands must be nimble: Successful brands adopt structures and processes that reflect the new realities of doing business. Gone are the days of hierarchical organigrams and command-and-control policies. Winning brands promote a more fluid organization, focused on delivering a consistent total customer experience around their brand positioning. It was clear at Stream that successful established brands mirror what’s happening in smaller, more nimble tech start-ups. Networked structures prosper; they bring together teams and external partners across functions, break down silos and create teams of specialists to build brand experiences. Global centers of excellence are disbanded to create local communities of expertise, immersed in the business, and spread across the globe. Winning brands have adopted processes that recognize where and how the actual work happens. Over-achieving brands ensure the correct decisions are made by, first, creating strategic clarity and simple guardrails of a clearly-articulated positioning and then pushing decision-making rights to the lowest appropriate levels.