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A burning impression

  Fascinating fact: the word ‘brand’ comes from the ancient Norse word ‘brandr’, meaning ‘to burn’. One of the earliest uses of brands was to identify the ownership of cattle, searing a distinctive mark into the flesh of an animal. Translated into the language of contemporary marketing, a great brand makes a burning impression in the mind of a customer, but leaves more than just a neutral mark. Brands conjure up a complex set of thoughts, feelings, associations, and beliefs. Tha