“A brand is a concept, which is typically boiled down to a very, very small nugget, just like how we can text with emojis,” he says. “The concept of a brand changes per context, per contextual environment, depending on the season, the platform, the medium, how it’s being delivered, who it’s talking to at that time, and that’s where a brand is able to expand those experiences and connect emotionally by showing different sides of the brand.”
