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.