And what is a brand? It’s not the logo, certainly. I have no idea what Everlane’s logo is. The brand is our shorthand for the feelings that an experience creates, the promises that a product or service brings with it.

If Nike announced that they were opening a hotel, you’d have a pretty good guess about what it would be like. But if Hyatt announced that they were going to start making shoes, you would have NO IDEA WHATSOEVER what those shoes would be like. That’s because Nike owns a brand and Hyatt simply owns real estate.The elegance of nothing

Just perfect.