We talk about the brand in this clip from our Coworking Values Podcast with Caleb Parker @urbanmba HQ in London.

Caleb says:

When asked, "What does brand mean to you?" I have to say I strongly believe in the brand. But I think many people misunderstand what it truly is.

Many think of big hotel chains like Marriott and Hilton or companies like Nike and Adidas. Some might even think of personal brands like Richard Branson and his Virgin empire. While these are all examples of brands, they represent only the surface level.

To me, the brand is an idea. It starts with an individual – a founder or co-founder – who sees a problem in the world and thinks, "Holy crap, that's not good enough. Let's fix that." This idea, this solution to a problem, is given a name. We call it a company, a product, a service. But the brand isn't just the name or the logo.

The true brand lies in the values behind the solution. It's the why behind the what. It's the belief system that drives the company's actions and decisions.

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