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Brand is older than advertising. The word comes from the Old Norse brandr, meaning to burn. Cattle ranchers burned marks into cattle to signal ownership. Potters stamped their clay. Merchants marked their barrels. The mark said, "This came from me, and I stand behind it." That’s still the job: to signal ownership, origin, and accountability. I first felt that clearly one day at the Royal Albert Hall. I was there the day Kevin Roberts, then CEO of Saatchi & Saatchi, gave his L

A head teacher approving a £10k contract has no safety net. She spent months watching your webinar, reading your case studies, sitting through your demo. She spoke to 3 colleagues who'd used your product. She wrote a business case. And then her SENCO spotted something on your website that contradicted what the sales rep said on the call. She walked away. Consumer brands absorb inconsistency; B2B brands, not so much. You've bought from companies with bad Instagram posts and m