Brand handling synergy means developing and communicating your company's values and identity consistently.

Products are produced in the factory; brands are produced in our minds.

[Logo] is an encapsulation of an emotion.

Placing a wedge of lime in the neck of a Corona bottle helps sell those beers. And where did that ritual come from? One story has it that two bartenders in California were curious how fast a ritual could spread. Astonishingly fast, they discovered.

I think it is fair to say that the end goal might be a demand yet your focus when building brands should rarely focus on this objective.

Today's evangelism is just as likely to take place via chat rooms and viral videos as it is in a personal conversation or a sermon.

Remember, that the logo is really the dot on top of the i.