We spend our lives in a branded environment. We buy branded products and services. We work for companies that are trying to build their brands. Some of us work in a brand-building role.
At the very least, we spend our money with a keen awareness of brands.
Why? What is it about a brand that influences us so? What makes a brand worth billions? What makes one bar of soap worth twice as much as another?
What is a brand, anyway? One word: trust. The definition of a brand is trust.