A brand represents a consumer's emotional connection to a product or service, shaped by their expectations and experiences. It is not defined by the company's messaging but rather by customer perception. Effective branding relies on a deliberate pairing of actions and outcomes that resonate positively with consumers. Learning in branding requires changing behavior in response to new insights. Advertising serves to raise awareness about a product, but successful branding hinges on favorable associations. Poor branding can lead to backlash, as seen in the case of Bud Light, where a misalignment between marketing strategies and consumer preferences resulted in diminished sales. Adjusting branding tactics to better align with what audiences appreciate can drive recovery and success.