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When we talk about creativity - art, architecture, urbanism, branding, design and advertising - what we are doing is not a continuation of the free and fantastic stories which humans have told nights around campfires for hundreds of thousands of years.

It is the continuation of something else: of the gaze of those same men in the first light of day looking at tracks left by antelope in the dust of the Savannah - scrutinising and deducting from the details of reality in order to pursue something which we can’t see directly but can follow the traces of. In the awareness that we can always be wrong, and therefore ready at any moment to change directions if a new track appears: but knowing also that if we are good enough we will get it right and will find what we are seeking.

Of all those categories of human creativity, branding is the strategy behind tools such as the great pyramids in classic Egypt, the mighty cathedral towers of medieval Europe, and the red star of the Russian Red Army of our era, signaling their respective messages with great strength, even from great distances. Like in the eyes of tired travelers, who approached a medieval city seeing from far its mighty bell towers in front of them, after a long journey.

Branding is the only communication strategy in human society that universally transgresses ages, cultures, nations, political and economic systems. Myths nourish knowledge, and knowledge nourishes myth. But the value of knowledge remains. If we find the antelope we can eat. Our knowledge consequently reflects the world.

Branding is neither sales nor marketing. It is the strategical and creative process that precedes those, right after concepting, founding or changing a business. And should thus be guided by business leaders and CEO’s personally - used as their own, most powerful lever in a sophisticated toolbox to control and guide their mission and vision.

Advertising agencies would like to offer it, but they can’t really, as they don’t possess the necessary navy-seal training and discipline to analyze the real truth only, versus “truth well told”. As branding is all about truth even if it hurts, and not about beautification. Business consultants also try to offer branding services, but they also fail usually, because they don’t possess the creative side - the magic necessary for distilling all business- and real life-data into a creative system.

The only human knowledge system close to branding is architecture, but architects are into materials and space, while branding experts combine their magic touch with a palpable, hands on time-to-market knowledge of what your audiences really want - which is precisely what the entrepreneur today needs for his business.