egregore
noun
- (occultism) a non-physical entity made up of the collective thoughts of a group
I have yet to find a better definition of brand.
Brands live in the minds of the people who think about them—and nowhere else. They influence the people they come in contact with, and are influenced in turn.
A brand is not a logo, or a collection of colors and typefaces. It is the swirling, ever-changing mass of ideas shared between an organization and its audiences across time and place. A brand is a living thing—not a static object. It is a conversation.
Words are what allow us to shape that conversation. To make it beautiful, powerful, and of service to the world.
This is one definition of magic.