What is a brand?
A brand is about perception and differentiation. A brand makes you feel something. Pepsi drinkers hate Coke. Apple users think they’re more creative than Windows users. People identify with brands.
A brand is CONSISTENT. 
McDonald’s doesn’t make the best hamburgers, but they will taste and look the same anywhere in the world. You’ll get a warm, decent, cheap burger served fast.
When I order a latte at Starbucks, I get the exact same ounces of espresso all the time. It doesn’t matter which barista is working that day. The drink I ordered in San Francisco was exactly the same as the one I ordered in Bangkok.
A brand is a promise; an expectation. Read More