In today’s hyper-competitive and über-connected world, it is necessary for brands to have a clear purpose and meaning for consumers.

“Your vision will become clear only when you look into your heart . . . Who looks outside, dreams. Who looks inside, awakens.” —Carl Jung

All brands should be fighting two wars at the same time—growing existing market share within a defined product category and inventing a new one.

Brands get their identity from meanings.

Branding is a strategic point of view, not a select set of marketing activities.

branding attached from the outside, most often from customer experiences, advertising, corporate trust, and customer relationships.

A brand is built in trust and relationships

“A brand is the ‘personification of a product, service, or even entire company.

As content is increasingly delivered via personalized and self-scheduled social webs, viewers—not broadcasters—will decide when, how, why, and what is consumed. And they will dictate who they share that consumption with.