McDonalds, Rituals, Cartier … A ‘brand’ is something that everyone intuitively responds to – positively or negatively – in one way or another. But very few people completely comprehend what a brand ‘is’ – to say nothing about how to create one.

‘Branding’ is a challenge that goes far beyond developing a product that people will (hopefully) want and putting it on the market. What makes the difference is the addition of emotion and storytelling, which can enhance the perception and desirability of the product exponentially. A successful brand is a holistic ‘experience’ – much more than simply the sum of its parts.

The value of any given organization is increasingly determined by the value of its brand. This requires a long-term vision regarding exploitation of the brand which, in turn, makes the brand a strategic instrument for achieving – and maintaining – long-term competitive advantage.