Product. Experience. Values. Relationships. Culture.  BRAND PHILOSOPHYConsistent with my view that great marketing has the customer at the centre, great branding is all about the customer – so much so that it is the customer who defines the brand. Following on from this, my philosophy regarding branding might be summarised as follows: Most organisations have two brands – the actual brand, as defined by the customer and the optimum brand, represented by the organisation. The actual brand for an individual or organisation directly impacts the performance of that organisation, especially in terms of margins and customer lifetime value. The key to great branding is substance, not the fluff created by many advertising agencies or the concept of ‘better,’ – often focused on by many marketing executives.    BRAND AND BRANDING DEFINEDThere is no better definition of brand than that articulated by Jeff Bezos, the founder of Amazon. He defined a brand…