..And when done properly, what a lovely necklace it makes.

•A lot of marketing today is based on the concept make a bunch of stuff, very loosely related or not connected at all, put it out into the world, then chase what works.

•Branding is the bit that holds all those executions together. It’s the theme, idea, strategy, campaign…something bigger they all add up to.

•Rather than just fighting in the digital trenches for those tiny gains in executional increments, branding can make seismic shifts in culture, perception and sales. Companies often miss this cumulative power that no single piece has alone, especially when each piece comes at it from a completely different angle.

•Without the thread of branding, a bunch of loose beads end up bouncing around on the floor.