What is a brand? Brand is a most useful asset for an organization. Brand is a short form to express a core truth and encapsulate expectations, stories, memories, and relationships that compel us to hire a service/product to do the job we want done. When the brand delivers on those expectations, we pick it again. Brand is also a metaphor. Keep closing the perception-value gap through delivering on your promises and you can command a premium from trust you get for doing great work. Apple is one such brand. According to customers all over the the world, and as Interbrand... Read more →