Refram­ing the cat­e­go­ry. Rethink­ing the expe­ri­ence. Cre­at­ing cul­tur­al change. Brand­ing means more than a logo. It's mak­ing your busi­ness our busi­ness. Exam­in­ing every strand. Dis­cov­er­ing the good things, the bad things and some things you didn't even know. Because then, and only then, we'll find that mag­ic that push­es your busi­ness further.