Brand Delivers

Brand is a powerful carriers of values. -- To the painting on the caves in Lascaux, the history of the Inuit, the Dead Sea scrolls, modern man will add Dianna Ross singing, "Baby love, oh baby love, won't you be my baby love…."

Brands are a synthesis of 20th century communications and of how we as a culture recognized products and services. Future archeologists will love this era as they dig through layers of CRT screens and Styrofoam packing peanuts in order to decode newspapers that refused to decompose.
In scholarly works, those 23rd Century archeologists will spin the meaning of such icons of the late 20th century as DEC, Lucky Strike, or the United Way. They will wonder what happened to Netscape just as we today speculate on the Etruscans.
All the effort about branding centers around the fact that brand delivers. The number one driver behind branding is that brands embody a set of values that provide assurance and draw people back. Brand is the marketing tool that delivers across all media.