The document discusses branding and how creating a unique brand identity can help companies differentiate themselves in competitive markets where products and services are becoming commoditized. It defines key branding concepts like brand, brand identity, positioning, and personality. The document advocates for brands that have both a rational, sustainable point of difference as well as genuine emotion that appeals to audiences. It also provides examples of how Vanderbilt University Medical Center and Tiffin Motorhomes strengthened their brands through targeted messaging and marketing strategies.