In one sense, perhaps the most important sense, a brand is a promise. Think of some top brands and you immediately know what they promise: McDonald’s, Coca Cola, Budweiser, Ford, Apple, MetLife.
Erica George's insight:
I think this is a good article. Initially, people see branding as a combination of symbols, colours, words, services etc. But great branding goes much deeper then this, it includes attributes to reflect the key values and personality of a company. I liked how this article mentioned branding ideally should be individual, memorable and reach peoples hearts.