I'm active on the field of brand development and management from 1997 by keeping up close connection with SMBs from Hungary and multinational companies. I'm searching answers what drives a brand for success and why a brand going to be a well performing one. Trough my studies I found several explanations for the brand. Here I cite some of them: - Bauer and Beracs (Hungarian economists) : Brand is a totality of symbols, the task is to correlate a producer, a dealer with products and services by differentiating them from others. - American Marketing Association (Kotler): A brand can be a name, a sign, a symbol, a design or any of their combination used to differantiate products and services between group of vendors on the market. - Alex Center (Coca-Cola) was mentioned in one of his presentation : "We are building love, not brand" Assuming the previously mentioned explanations my point is that if a "thing" have figure, personalise and transmit emotions than it is a person, a personality. That is why we are not building brands. We achieve sypathy of a specific market segment trough personalities we buils together with messages and visuals. Assuming, we need a properly developed personality for the brand to achive goals on market. It means that the key for a good and well performing brand lies in the definition of proper selection of personality attributes. I'm not building brands, I'm building the right personality for your brand, trough their names, their messages and visuals.