When we think about “brands”, we generally think of consumer products and companies. We can conjure up brands like Domino’s Pizza, Volvo cars and Apple. The image that emerges when we think of them is the brand. With Domino’s, we think “fast”. While we don’t think “gourmet food”, we do think we can be eating pizza thirty minutes after ordering it. When we hear Volvo, we think “safety”. Apple we associate with “innovation”. These associations are the brand. Read More »