Thanks to Gabe the Bass Player, I’m beginning to see that I think of brands like songs.

Some are transient hits and others classics.
Some are pop sensations, others underground faves, others niche anthems. There’s usually a song of the summer.

Regardless, a song is the same combination of parts for everyone who hears it. But the way we each hear it is different.

Once it’s all there it will be powerful enough to let the audience think they have it memorized even when they don’t.