> Al Ries asserted that a brand is a singular idea or concept that you own inside the mind of a prospect.
>
> Source: https://heidicohen.com/what-is-branding [2011-08-15]
The keyword - mind. That is, a human being is supposed to stand behind a "brand", who is responsible for it, and is to be trusted for the product, the effort, the experience they offer.
