Your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from your competitors’. Your brand is derived from who you are, who you want to be and who people perceive you to be.
Brands today need to recognize their customers as users, not passive consumers of media. To grow successfully, businesses need to do more than keep up — they must predict and create future trends and anticipate the evolution of the digital landscape.