Purpose of Brands

Over the years, the purpose of a brand has undergone interesting shifts. From being a signifier of quality in the print lead era to an identity vehicle in the TV years, a coping mechanism during times of rapid cultural shifts to a force of greater social good as brand conversations move from being marketer driven to co-created. None of the meanings have become redundant, however. Even as the new meanings take center-stage, the old ones continue to play a supporting cast. Where is your brand operating currently?