In order to develop a strong brand and successfully market our own products and services, it is essential to understand how we as humans feel, think, and act. Only when we can understand how brands are actually formed in people's minds are we able to make our communication as effective as possible.

The changing balance of power in the global economy, the consequences of the communications revolution, and changing consumer needs are creating a complex and dynamic environment in which brands play a particularly important role as anchors of trust, sources of meaning, and guides. For many companies, however, the significance of a brand is still reduced to its external appearance.

We are surrounded by countless brands and companies that want to become one. Not only companies try to be perceived as a brand, but individuals also strive to stand out and become known. And yet—or precisely because of this—there is great confusion when it comes to the topic of brand. As a freelancer or entrepreneur, but also as an employee, it is worthwhile to engage with the meaning of brands in order to recognize and leverage the opportunities associated with them. Brands are more than just empty shells.