Brands are in, they are cool, we all love them, hate them, and understand them. The problem is that various people have various ideas of what brands are, even marketers.
Simply put, for me a brand is a company aware of itself not only in economic, but also in cultural, regional, and historical contexts. A company which identifies its own character, motivation, specialties, and vices. I see a brand as a company, an organism, a person. And that’s how I work with it; like with a man.