The Reality of the
New Media World
is that if your brand does not have a
belief, if it does not have a soul and
does not correctly architect its
messages everywhere it touches
consumers, it can become irrelevant.
It can be ignored, or even become a
focal point for online contempt.”
– lee clow, chairman and global director, tbwaworldwide
A brand can be any noun
(person, place, or thing) that needs someone else to
take action (purchase, promote, advocate, and so on).
A brand does this by creating a series of IDEAS and
TOUCH POINTS that build a larger message which
draws the desired party close, engages them
emotionally, and inspires them to take action.