Instead, a brand is a customer’s gut feeling about a product, service, or company.

The functional pillar, the sensorial experiential pillar, and the emotional pillar. It’s the emotional pillar that actually transforms a product into a true brand with a compelling story. This then creates the bond that convinces consumers there is no substitute for

With brands you love, you feel like you have a relationship with them. You are proud to be associated with them. The brands you love stand for something that is bigger than any product or service or unique differentiator. They have personalities that you are attracted to. They have beliefs that you share. And most of all, they have a story that you