Brands are thought of in terms of what they say about products or services. What is more important is that the brand experience sends a strong message to customers by promoting engagement and interaction.

- By Gerald Donald

A brand is a concept that by very definition is customer-centric. It focuses on a company’s promise to customers about its products and services quality, differentiation and relevancy. Until fairly recently, a brand was treated more like a static concept rather than an active engagement and interaction strategy.