A brand is a person’s gut feeling about a product, service, or organization. Brands are defined by individuals – not companies or markets. Because people are emotional, intuitive beings, it’s what they say it is. A set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product […]


An effective brand strategy gives you a major edge in increasingly competitive markets. But what exactly does “branding” mean? Simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from that of your competitors. Your brand is derived from who […]

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