What is a brand? In my opinion, one of the best definitions is: a collection of perceptions and emotions in the mind of a customer or user that add value and enable choices. Strong brands are consistent, they know their audience, they differentiate with memorable experiences, and they inspire positive emotions among their users or audiences. A brand may be experienced in a variety of media and forms. These branded “touchpoints” can include a website, a piece of printed collateral, a television commercial, an event or experience, or any other form of communication.