What is Brand?⁠ ⁠ That’s a good question, especially in a world where everyone has an opinion on what a brand really is.⁠ ⁠ When I want to learn about something, I go to people who have actually done it and are still doing it, not people who just talk about it.⁠ I look to books, to thinkers, and to doers.⁠ People who have built real reputations in a subject, not just an online following.⁠ ⁠ The internet is full of people who seem to know what a brand is, but most are just repeating what they saw on an Instagram post yesterday and then collecting the applause.⁠ ⁠ Lately I have been chatting a lot with my friend just.kevin.finn about this. We talk almost every day about what brand building really is, and more importantly, what it is not.⁠ ⁠ Kevin is a proper legend with over thirty years in the game, former joint head creative director at Saatchi, and one of the realest humans I know.⁠ He is worth a follow if you want the truth about brand building.⁠ ⁠ We talked about a brand being a rec...