More than a logo, visual style, advertising campaign, communications concept or marketing program, a brand should nowadays be conceptualized as a creative business idea. More than just a Mark, a modern brand provides Meaning and can be consistently experienced through all its Manifestations. Like a Genetic Code or DNA of a business it Directs, Navigates and Activates the total way a business is done, seamlessly integrating its Why, How and What. Modern branding is about the blueprinting of business and The Brand Coding Canvas can be used as a framework for this: a well defined brand can be creatively directed, ‘codified’ by and experienced through all 10 C’s or Connection Dimensions. Read all about it here.