Branding is a form of attraction—not conquest warfare. Your customer has 1,440 minutes a day to live out what is most important to them. And people want things that make their lives the way they wish they were. Does your branding communicate an interruption or enhancement of that wish? Your organization is putting out a vibe, but does it resonate with your customers’ lives? If not, then no one will embed what you have to offer in the dreams that drive their decisions.