Branding is both the DNA and the lifeblood of any consumer facing business. And yet there are those who believe that branding is branding is branding. But is it?

The lines between firebrand and market brand are quickly blurring, with fans spontaneously forming cliques, clannish member-only clubs, and dare I say, cults even.

Every dollar spent on branding that hones in on your who, why, how, and for who, is 5 dollars you won’t have to spend attempting to push your product in front of an unidentified mass of indifferent, glazed-over eyeballs.