A Brand (is + isn't).
Is: A living, breathing, evolving, ‘everything’ about your: company, culture, essence, conviction, and passion for its market – and those it influences every day.
Isn’t: What you say it is: Nor can it be simply defined, understood, or easily shaped by one single person, one department, one team, one group or one following.
How will your brand change as change happens, creating a bold shift in the space you’re in (or which it will grow into)? Better yet, how will it connect with 'them' across all touchpoints?