The basics of brand building are pretty, well… basic: take an average/good beer, salty snack, car, or society; establish aspirational brand codes around the product or service; reinforce and invest in these codes; and you have a powerful engine of value creation — a brand. Nestle, the Gurkas, Apple, and the Catholic Church (especially the church) command greater space than they occupy because of their promise, vs. their performance (remember the Newton?).


Brand can convince us to pay $1,450 for something that costs $450 to assemble (iPhone) or save an organization that institutionalized the rape of children (Chipotle). Just kidding, I’m talking about the church. Chipotle is awesome. But I digress.


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