behaviour is perception manifest. perceptions are formed by the experience of ideas in culture over time. All brands are ideas but not all ideas are brands – I do both.
Brands are not logos, they're just ideas in people's minds. The right idea has the power to change the way people think, behave and live – the right idea can be so powerful it can come to define everything about the people it affects.
Brands are the sum of their experiences. All the places, spaces and ways people experience your idea determine how effectively those experiences work together to communicate that idea. Don't just meet expectations, beat them.
The old saying "actions speak louder than words" is true but authentic communication is about both together – doing one thing and then saying another – that's how personalities are formed and impressions made.