A Brand Is More Than a Tagline or Logo

"He wanted to be accepted, so he came up with a plan. He would become a social chameleon," she says. "I hung out with the nerves, i hung out with the jocks, I hung out with the musicians." A brand is kind of a promise to deliver on those values and to connect consumers who might have in their minds a sense of sincrenicity,. what they believe those values are....