At any given moment, if you asked me for a penny for my thoughts, I would be thinking about brand. Why does this packaging look like this? What was the journey for the user to get to this point? Why is this logo that color? Does the user receive this thing the way we intend? And how can we prove it?

If the only thing you read on this subject is this header, this is what I want to say: people don't make brands. The brand already exists. Whether you curate it or not is the question.