Brands are works in progress that we mistakenly think are finished. Instead, we should consider brands through the principles of wabi-sabi – a Japanese aesthetic ideology centered around the acceptance of persistent transience.
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Paul Bailey, Author at Branding Strategy Insider - Page 8 of 8
Brand is a multifaceted term with a myriad of definitions. So how do we begin to understand it? Is the brand the material elements – the ‘things’ (products, logo, imagery) – or is the brand the ideas – the ‘concepts’ (values, meanings, purpose)? Well, I suggest that a brand isn’t any one of those – it’s all of them and more.