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Your brand is your public identity, what you're trusted for. And for your brand to endure, it has to be tested, redefined, managed, and expanded as markets evolve. Brands either learn or disappear.

If you look at the Internet, it's been hard for a lot of the traditional media companies to launch viable brands.

Any entrepreneur worth their salt knows that their brand is worthless if it doesn't somehow contribute to society or the overall good of the planet.

I don't think of myself as a brand. Branding to me feels like a position or identity that's frozen in time. I'm more interested in transitions.

Brands are useful ways of short-handing practically anything - look at the way Tom Wolfe first used brand name lists to sharpen up a character and a situation. Look at the most brand-referenced novel, Bret Easton Ellis's 'Glamorama.'

As an entrepreneur, one of the biggest challenges you will face will be building your brand. The ultimate goal is to set your company and your brand apart from the crowd. If you form a strategy without doing the research, your brand will barely float - and at the speed industries move at today, brands sink fast.

Brand is just a perception, and perception will match reality over time. Sometimes it will be ahead, other times it will be behind. But brand is simply a collective impression some have about a product.

A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.

Brands are born, not created.

We now see numerous examples of brands working together to address issues such as environmental degradations, climate control, pollution, poverty and disease.