If I were to stop ten employees in the hallway at the health systems consulting firm where I work and ask them to describe what our brand stands for, I bet their answers would be all over the map…

Anyone can copy a product, but no can replicate a brand. Brand is authenticity, purpose, and story. And that’s not something that can be copied.

"Brands exist in the minds of consumers. They are what Yuval Hariri refers to, in his book Sapiens, as 'imagined realities.’ We in marketing aren’t in the business of trying to guess or test what people think; we are in the business of changing what people think — to build on those imagined realities.”

Your purpose is the intersection of what you enjoy, what you’re good at, and how you want to serve the world.