The Benevolent King
For us, brand is The Benevolent King, a construct of an ideal company. As with the king, the function of a brand is to benefit the people who serve it, including customers, employees, and investors. A brand benefits or rewards people via exchanges, like selling quality products & services (for money), paying generous wages & salaries (for work), and returning profitable dividends or gains (on investment). To achieve success and growth, a brand must excel in maximizing rewards for all who serve it.