Brand Masterclass Week Two

The document discusses the complexities of brand building, emphasizing the importance of creating meaningful brand identities that resonate emotionally with consumers. It critiques traditional branding strategies that focus solely on differentiation through features and highlights the value of brands in transforming product perceptions and creating loyalty. The author argues that successful branding requires understanding consumer emotions and narratives, urging brands to become 'meaning brokers' rather than mere product promoters.