"Brand is just a perception, and perception will match reality over time. Sometimes it will be ahead, other times it will be behind. But brand is simply a collective impression some have about a product."

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Wakening from the dreaming forest there, the hazel-sprig sang under my tongue, its drifting fragrance climbed up through my conscious mind as if suddenly the roots I had left behind cried out to me, the land I had lost with my childhood - and I stopped, wounded by the wandering scent.

— Pablo Neruda