A brand is a system of signs and symbols that engages consumers through an imaginary/symbolic process to contribute value beyond product attributes. Brand communication uses a complex matrix of signifying elements including material, structural, conventional, contextual and performative dimensions. While marketers can control material, structural and conventional elements, they risk miscommunication at the contextual and performative levels by not accounting for cultural nuances. For example, an old McDonald's ad used gender stereotypes by positioning women in the background and men in active roles, but McDonald's later updated their advertising to be more inclusive as cultural norms changed.