- A brand is an “thing” on its own. To be served by people, and which is in turn served up to other people (whether they want it or not). It is otherwise hollow and ephemeral, based on a set of manufactured fantasies. It is an end in itself.
- A brand can also simply be a handle (or a name) used to conveniently refer to a set of ideals, principles, and offerings held by an individual or a group. The brand is nothing more than a noun – the individual or group it represents is what is important.
As Seth Godin said: "Your brand is not your logo ... take the time and money and effort you'd put into an expensive logo and put them into creating a product and experience and story that people remember instead."