Thanks to Gabe the Bass Player, I’m beginning to see that I think of brands like songs.

Some are transient hits and others classics.
Some are pop sensations, others underground faves, others niche anthems. There’s usually a song of the summer.

Regardless, a song is the same combination of parts for everyone who hears it. But the way we each hear it is different.

> Once it’s all there it will be powerful enough to let the audience think they have it memorized even when they don’t.