Any discrete identity can be usefully handled as a brand. What varies between identities is scope, depth and complexity of value. The more articulated an identity the more effortlessly it can be handled. This holds for tangible, intangible, animate and inanimate identities, and includes all possible experiences. Implicit in this notion is perception, which makes the experience of everything to be grasped by this proposition, subjective. Consequently, every thing can be usefully held as an opinion.

All we can ever hope to handle is opinion. Firing a rocket, driving a car, having a thought, eating food, holding hands, banking online or buying shares is the same as handling opinion. Managing opinion is the same as managing Brand.

Brand = Opinion.

Branding is inescapable. Brands are impossible to avoid. Brands enable us to make our way in the world.