A Product May Die but The Brand will Sustain

A brand protects the innovator, granting momentary exclusiveness and rewarding the willingness to take risks. Brands cannot be reduced to a symbol or a product or a merely graphic and cosmetic exercise. A Brand is the signature on a constantly, renewed, creative process. Products are introduced, they live and disappear but the inner or core value of the original brand endures. This consistency of creative action is what gives the brand its meaning, its contents and its character. Creating a brand requires time to build up that identity.