Brand Concept
Build a concept based on the brand strategy / Build a concept that has a logical narration / Build in-depth meaning to the symbolic and associative form
The branding business often gets boiled down to the contents of this step. The creation or change of someone or something's brand identity can cause huge debate and massive heartache, especially if people can't agree or it goes wrong. But conversely, done well, this is the step that can make people, companies, organisations and products famous the world over.
