We create brands—we create beliefs, we create belief systems. We construct frameworks through which we may better understand the world.

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