18. Brands as Symbols

The best brands tend to symbolize something in a culture beyond the specific, pragmatic offer. When a brand authentically connects itself to an idea that resonates with audiences—the brand symbolizes more than a business value proposition. Brands that are as much about belonging as they are about buying tend to build the greatest value over time.


Sven Seger, Doug Sellers, Marcus Barlett, Lloyd Blander
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