Think a brand is just a logo? Think again. This article unpacks the true essence of a brand—from personality and purpose to emotional resonance.

Recently, I was having coffee with some newfound friends who, like me, are entrepreneurs. An hour into our lively discussion, the conversation hit an unexpected standstill. After an awkward fifteen-minute silence, one well-to-do gentleman broke it with a curious question: What’s the big fuss about brands, anyway? He admitted he had done well without a strong one and couldn’t...