In the eyes of the customer a brand is an experience, good, bad or indifferent. The brand experience is much more than a product on a shelf, it is an asset that has to be managed. You have to manage that user experience with great care and sensitivity.
A good brand strategy starts with the truth about that company or organisation, how it behaves, how it communicates, how it delivers, how it operates within a competitive environment.
It defines what is excellent about that company and its brands and uses that to delivery a plan that is credible and deliverable from day one as well as presenting an aspirational view for the company moving into the future.
In essence a brand is the experience a customer or user has with a company or organisation - nothing more nothing less.