Cuno’s shortest definition ever of what is and isn’t a brand:

“It’s important not to mistake a logo, look or tagline for a brand. Logos et al serve only to identify your products and services as Yours. You give the concept of Yours equity through consistent delivery. That means that it is the brand that gives the logo meaning, not the other way around. A solid brand is the by-product of doing things right.”

—Steve Cuno