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Best explanation I've seen of what makes a "brand" By Scott Thomas, via @jessicahische https://t.co/noYygFHMdZ

Brands, at their best, can be deeply aspirational drivers of humanity. They are optimistic creative objects, which make them among the best vehicles for human self-determination that we have, especially as other vehicles for meaning-making and impact decline in importance

A charismatic brand includes a dedication to aesthetics. Why? Because it’s the language of feeling, and in a society that’s information-rich and time-poor, people value feeling more than information.