Feel the brand.

A brand is the way a person feels about a product or service.  It’s created not by advertising, but by a set of experiences. Think of a brand like an art museum. How you feel about the pictures is what makes them matter.  Otherwise, it’s just a room of sailcloth stretched on frames.

When you get lost in all the noise around you, stop and see the brand like a customer.  What do you feel?  There might be an idea in there.






David Fowler is a writer and executive creative director in New York.
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