What is a great brand? A great brand is a badge that customers, employees, and shareholders want to wear. It should steer and shape a culture and aspiration of how a product or company should behave. Brands are what people buy into, not just buy. They spark the emotional and the irrational, and that’s what helps to create a premium in perception and often in price. Finally, a great brand helps a company withstand bad news, awkward service, and lapses of judgment.
