Bedbury's chapter on brand within large organisations — Goliaths — surfaces an insight relevant for every builder operating within a larger system: institutions, governments, sectors, cultural norms. The trap is conformity. When you operate inside a large system, the pressure to look and sound like everything else in that system is enormous. Brand differentiation inside a large system requires courage: the courage to be the organisation that does things differently even when the system rewards sameness, to build the distinct visual and cultural identity that makes you recognisable in a crowded field, and to hold that identity consistently even when stakeholder pressure pushes toward blending in. Distinctiveness is not arrogance. It is the only strategy that works long-term.