A brand is neither a logo, a tagline nor a bag of chips. Nike’s brand is not sneakers—it’s Michael Jordan. And Apple’s is not computers or smartphones—it’s maximal hipness.

 

You can’t hold a brand in your hand. You feel it in your head, your heart and your gut. It’s the team you want to join, the gear you want to wear—not so much for the gear itself, but for the name that’s on it.

                                                                                                                             

                                                                                                                                —Foster Hurley