When some people thing of “brand” they might think of the stuff that the PR team or the corporate marketing team does to create a tag line or the pretty slicks of stuff to “position” the company. But a brand is (and I know you readers have heard me say this before so my apologies for being redudant!) more than the fluff. It is the ultimate integration of everything a company does. It is the packaging because the ease, simplicity, etc of “getting the product” is part of the experience.