Another great Ze Frank point:
"Brands provide context"
That’s the reason why brands continue to win. They create context. They have resonance. They connect with consumers in a meaningful way (at least the best ones do).
Sure, some brands create a very narrow context ("I am a cheese") and some pitch a big tent (Nike: Be your best self). But either way, we select brands because we either appreciate what they stand for or we choose to envision ourselves in them.
A favorite quote (sometimes attributed to Tom Peters, sometimes to Faith Popcorn): Women don’t buy brands, they join them.
When we’re operating in the interwebs where we there is a myriad of choice for every single thing we want to do, brands are the magnets that draw us in. Don’t neglect your brand.