“people purchase a product [or brand] only if these are consistent with, enhance, or in some way fit well with the conception they have of themselves.” It’s our identity, and the beliefs associated with our identity, that appeals most to our emotional limbic system and excites us to move.

Far too often, we tend to think of branding as an executional activity—logos, colors, monikers—as opposed to an ideological exploration. That’s because our view of branding is far too narrow. Brands are signifiers that conjure up thoughts and feelings about a company, product, or entity, and they can unlock opportunities for leaders to catalyze col

think people love brands that play a critical role in their lives or that help them form their identity.