What started as a way of identifying ownership of property in the 16th century has evolved to be something much deeper, more profound and even more valuable than the livestock and possessions it was created to protect.
While a brand mark or logo stands to identify and protect the intellectual property associated with a business, a brand is a promise, an assurance of consistent quality and predictable and expected performance based on that promise.
But the strongest, most valuable brands are so much more than that. They transcend the functional promise and become a part of the life force of the people who embrace them. They are brands that have intangible but no less real benefits to ego, social status and cultural evolution.
None of which happens by accident. Branding requires a disciplined, focused yet situationally flexible approach to everything from understanding to manufacturing, communications and innovation. Creating a brand experience that is additive to the human experience.