 When somebody says that this is a very strong brand, what are they really talking about? The brand is a pattern of expectations, it is something that we come to expect of somebody and it is a pattern because over a period of time people behave in a certain way, they speak in a certain way and we come to have a set of expectations about them. So at its most basic form that's what a brand does. Now strong brands are once and the other way of saying this, perhaps a little more kind of elevated way of saying this, is that brands are systems that provide meaning that are not inherent in an object, in a service, in an organization, they add a layer of meaning over and above what the organization or the individual or the product might be delivering and therefore you take carbonated water and you add a layer of meaning and it becomes Coca-Cola or you add a different layer of meaning and it becomes Pepsi. So strong brands are the ones that create the most valuable meaning in people's lives. They are the ones that we feel a strong affinity for, that build relationships where there comes to be a strong belief in them and that can transcend individual products. In the case of organizations it doesn't have to do with products, it's a belief in the fact that an organization will behave in a certain way and over a period of time you come to trust and believe that. So I think strong brands create a valuable meaning if I was to still stay within a non-technical kind of definitions of.