What is a brand? What makes one good or bad?Explanations and definitions on branding can be overly complicated, confusing and hard to remember.Here’s a different way. Think about your inner circle of friends. What’s common to them? What traits do they have that make them a good friend?It’s the same for a brand. Friendship can be categorized into a few traits: honesty (without this, nothing substantive can be built or simply “don’t lie to me”), consistency (they say what they’ll do and do what they say, time and time again), reliable (there when you need them most, not just when it’s convenient), familiar (shared values, interests and beliefs), optimistic and fun (negativity is contagious and a real downer).A brand behaves the same way a friend does.What traits do you think are most impor



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