Parity is any good brands enemy. It’s the reason brand positioning and experiential design has taken off in the mobile era. Branding goes so far beyond designing a branding package and pairing it to an advertising campaign. It’s the services and customer care that goes into every product. It’s developing a philosophy that provides value and conveniences to a culture, a groups and an individual. It’s communicating every day with the influencers, the ambassadors and the communities who are the true owners of a brand. Brands live and breathe just like anything else alive and it’s important to ensconce it’s place in it’s culture.