His solution was to brand the growers’ association as Sunkist and to create an entirely new product, orange juice. Lasker didn’t just sell fruit; he reshaped behaviour, built a brand, and set new standards for modern marketing. The lesson here is simple but urgent: brands that are nurtured, protected, and guided by a consistent sense of purpose can endure. They’re casualties of short-term decision-making, relentless restructuring, and an over-reliance on numbers at the expense of meaning. These brands endure because they stay true to their essence, even as they adapt to cultural and technological change.