In their book about navigating the collapse of the US Auto Industry, Branding Iron, Charlie Hughes and William Jeanes describe a brand as “A promise, wrapped in an experience.” That’s always stuck with me, and it’s been a lens by which I’ve viewed brand ever since I read those words. A brand, at its best, is clear, simple, and focused, based on a balance of outward messaging from the organization, and inward perception from the…
