Foundation first.

“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer's decision to choose one product or service over another.”

What inclines you to buy something?

Is it status? Emotion? The price? Who’s behind the brand?

IKEA, Lululemon, and Tesla are all different — but each have the foundation to properly deliver their message.

The modern-day dependency on paid advertisements have diluted the message.

Paid advertisement is the exterior siding, branding is the foundation.