Why should anyone care?

Everybody talks about it. Yet, few people understand it. It is branding–undeniably the most powerful business tool since the spreadsheet. A brand, however, is not your logo, your corporate identity, your brand position line or even your product. Brand–your brand–is an intangible asset. But it is, perhaps, one of your most important ones. It’s that feeling or sense people experience when they simply think about your company, see your logo or experience your service. Does this happen for your audience?