Chapter 2
The brand
called ‘You’
‘A brand is a promise.’
Walter Landor, branding pioneer
Y
ou are wandering around an unfamiliar city and you fancy a
coffee. You check out the options. There are a few local
coffee shops along with some well-known chains, including
Starbucks and Costa. Which do you go for? Or you want
something to eat. Subway? McDonald’s? Pizza Hut? Or a restau-
rant whose name you do not recognise?
For most people it is a no-brainer. They
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