What does a brand brand? A product, a service? Or an expectation—a guarantee perhaps? Brands allow us to expect from the future more of what we experienced in the past. They represent continuity and consistency over time. That’s why we trust them. Brands help us to filter out the signal from the cacophony of noise that clamors for our attention. Brand is the sedimentation of experience in the form of a representation: a sign of trust.