Brands are, at the beginning, hollow words into which marketers stuff meaning.

FORBES: Book Excerpt

In other words, brands do not exist in the physical, tangible sense.

FORBES: Booked Review: Debbie Millman's "Brand Thinking and Other Noble Pursuits"

The stronger brands, however, prove it by backing up their words with actionable results.

FORBES: Bud Light Gives You Four Ways To Create A Powerful Brand