Over the last two years I've read several definitions of a brand, but there's one that I like the most:

‘A brand is a consumer calculus that is either built up, torn down or left unchanged with every encounter.’

What it implies is brand relationships are like human relationships. My role as a creative brand manager is to ensure that the probability of that calculus being built up increases in every possible way; advertising is one of them.

I consider myself to be a Brand Engineer. Just like products are engineered perfectly to suit the needs of consumers, brands too need to be engineered perfectly to suit the values of the consumers. I thank the Brandcenter for providing us an amazing platform to do that and hopefully redefine every role that we take up in the industry.