A brand means more than whatever product or service is being sold under it. Dan Sullivan and Jeffrey Madoff define what a brand is, provide examples of effective branding, and talk about how the art of branding has changed in recent years. One definition is that when a word is said, your mind creates an automatic image of a person or thing that represents what’s being talked about. The objective is to ensure there’s no room in people’s minds for anything but that one thing in its category. The key is an emotional connection. Does your brand have one?