A simple yet complicated question. What is a brand?
In my mind a brand is something that creates a set of emotions and consistently reactivate that emotional set when re experienced by its audience. Emotion is a great word because its Latin roots are in the word for motion and movement. Just what a brand should do. Move it’s audience.
As a marketer, creating the desired emotion to anchor your brand a key activity. A great way of getting your audience to understand this emotion and build your brand is to tell them a story that let’s your audience experience the emotion associated with your brand. This enables your audience to pass on the meaning of your brand ton others by retelling the story or adapting the story into a story of their own. It also creates greater personal relevance for your brand.