If you can confidently complete the next sentence in 10 seconds, you don’t need to read this blog. 

A brand is _______________________ .

Not so easy is it? 

But you know you need a good brand, right?

Everyone talks about brands. But what are they actually talking about?

Hold those thoughts for a moment, while I ask you another question. Imagine I sent you a bank transfer for $50,000, and you had to use it to buy a new car.  Which brand of car would you buy? 

I bet answering that question was easier, right? 

Now, the reason it was easier to answer that question comes back to what a brand actually is. 

Brands are what people think they are.

Defining what a brand is 

Walter Landor, the founder of one of the world’s largest and oldest brand consulting firms (where I cut my teeth on brand strategy) expressed it this way: 

“Products are made in the factory, but brands are created in the mind.” 

What did he mean by...