The document discusses how communication helps build strategic brand assets. It notes that while products are made in factories, brands are bought by consumers and are unique. It states communication can attract customers, differentiate brands, engage audiences, and build affiliation. Various examples are provided of how communication has helped build brands through strategies like being a broker, using a magic button, fostering engagement, appealing to tribal loyalty, leveraging emotional quotient, being savvy, fortressing a brand, creating mythic functionality, enabling rejuvenation, and achieving immortality. The document suggests communication helps build billion dollar brands through various routes.