Kudos for this great series of articles on branding from Branding Strategy Insider.

The brand increasingly is becoming the key source of differentiation that guides customer purchase choice. It is the focal point around which an organization defines how it will uniquely deliver value to the customer for a profit - effectively embodying the "heart and soul" of that organization.

The brand's promise is delivered through its products, services, and consumer communication - the total customer relationship and experience. If the brand is well conceived and consistently delivered through all business processes and customer contacts, the organization will grow and prosper.

Read the rest of the series on Brand Strategy