What makes an authentic brand? Why do you and I get excited about some brands and not others? Why do I bang on about some coffee and not others or some jeans and not others? It’s not just about my tastes being different from yours is it?
I think this helps to explain…
An authentic brand is not something you create. That’s a logo (and no, a logo is not the same thing as a brand). A brand is something that should emerge from the real, genuine interaction among people, something we call culture. Your culture is the result of shared experience, shared learning and, at its best, a commitment to a higher purpose – a cause you all feel is worth contributing to.
Photo credit: Vinoth Chandar