Last issue, I talked about how your brand is more than just a logo. It’s what people think of or perceive when they see or hear your brand name. One of the ways you build that perception is through advertising. There are others, of course, such as your brand’s values, the kind of people you hire, and how you behave as a corporate citizen. Entire books can and have been written about this sort of thing, so for the purpose of this article, we’ll