From one of the most successful political brands of modern times comes the secret of branding.
Forget what you learned in school.
Brand is not about qualities, values or indeed even anything real or tangible.
The secret for us now is the same with any marketing brand — whether it's Apple or Nike with the swoosh — having a brand and having a logo, it's about what you wrap around it, it's about what you make people believe it is and what it stands for,
“It’s about what you make people believe it is…”
Brand is an act of will.
- srbp -