Brands are belief systems

Brands are belief systems with 7 assets:

1. The creation story-who are you? Where are you from?
2. The creed-what do you believe in? what do you want people to believe? “just do it”, “think different”
3. The icons-Nike swoosh, Coke bottle-can target any of the 5 senses
4. The rituals-the repeated interactions you have with your clients
5. The non-believers/pagans-who you are not, what you do not believe in
6. The sacred words-professional jargon defines who belongs and who doesn’t
7. The leader-all belief systems have a leader (Branson, Oprah, Jobs, Gandhi, Jesus, Gates)