A brand is not a logo. A brand is a promise, a story and a shorthand. A brand tells us what to expect the next time we engage with you.

My opinion begins with a simple question: what is brand? To me, brand is a representation of you, your values, and what you think is important. Take that idea and sit on it, then ask yourself what Porsche stands for? What about Apple? Liquid Death? These companies are masters of brand, and they’re companies that inspire my thinking around it, parti... See more