Brands are multi-sensory strategies carefully researched and designed to engage an audience with the purpose of creating loyalty. Now, what exactly does that mean? It means well-branded businesses make YOU want to want THEM and LIKE it. Branding is the ultimate bad boy effect. You just can’t get enough of them no matter how hard you try to resist. AND YOU LOVE THIS. You do. People love being loyal, because it's one less decision you have to make when it comes to choosing which supermarket to go to, what backpack to purchase, what phone to buy or what beer to order.

What’s your favorite brand of coffee or tea? We bet the first thing that popped into your mind was the image of a brand’s name or a symbol—a logo. However, when you put your hands around that warm cup, you’re not drinking a logo or a company name. With each sip, you’re being an active participant in a larger story—a brand.