A brand has a sustained, meaningful difference

Or a difference that’s forgotten and allowed to erode

A brand is a fulfilled promise

Or a broken one

A brand is utility and innovation

Or the boring and safe, same old

A brand is the one time it failed

Not the many times it succeeded

A brand is its current advertising

Not the great advertising that may have gone before

A brand is the values of company executives

Not the values engraved on a plaque at reception

A brand is service calls handled promptly and courteously

Or service calls routed to India

A brand is made profitable through customer stakeholders

Not stockholders

A brand is why employees are proud of their job

Or hate it

        A brand is the act of offering non-customers deals to switch

        While offering current customers nothing

        A brand is policies to make the company more efficient

        While making customer’s lives less convenient

A  brand can be built or broken

Not by advertising

By the people managing it