How does one go about building a brand:    - You need a product that meets a need. - A product needs to do something that is of relevance to a consumer and doing it differently..  - Articulation of a belief and being consistent..  - Instead of Outspending your competition, outwit your competition..    Protect and grow a brand - Out-think in product development and outpace competition in execution..  - Putting the consumer first..    Difference between branding, advertising and marketing..  - branding is personality that creates a preference to your brand - Advertising is showcasing the personality - Marketing is going to a place where you could find a dating    Relevance of Traditional advertising (carpet bombing):  - certain categories for which the carpet bombing is fully relevant - Advertising needs to drive sales    Start with a business strategy, which should drive marketing/advertising/digital strategy.    Differentiation could be done through brand personality…    Don’t be a me me me brand on social.. Showcase your human side and be of value to your customer (drool value)..    - Telling a story through a free platforms before spending a lot of money.    What is obvious but not obvious:   - If you build, they will not come..