Founder's Framework When Brands Drift: Why Alignment Starts (and Ends) with You
You can’t scale what you can’t define, and few things test that truth more than Brand Drift.
In this episode, Ninety Founder & CEO Mark Abbott and Brand Strategist Cole Abbott unpack one of the most common challenges growing companies face: the slow, often invisible slide into brand misalignment. Vision starts clear. Messaging feels right. But as the team expands, the offering matures, and the world shifts, you realize the story you're telling no longer matches the company you're building.
So what do you do? Scrap it all? Start over?
Not quite. This episode is about how founders can recognize brand drift, re-anchor the business without abandoning its essence, and realign their messaging with the Work that truly matters.
What you’ll learn:
→ Why Brand Drift is a natural part of company growth and a signal, not a failure
→ What changes and what doesn’t as your Vision evolves
→ Why consistent messaging starts with internal alignment, not just marketing
→ The founder’s role as the Keeper of the Vision, especially in high-growth seasons
Resources:
→ Explore the Vision Builders Workbook: Vision Builders Workbook
→ Subscribe to the Founder’s Framework Newsletter: Founder’s Framework | Newsletter
→ Try Ninety free for 30 days: The Leading Cloud-Based Business Operating System | Ninety
Stay Connected:
→ Follow Mark Abbott on LinkedIn: https://bit.ly/MarkAbbott
→ Follow Cole Abbott on LinkedIn: https://bit.ly/ColeAbbott