As a marketer, you have to deal with increasing and global competition. Even if you succeed in creating an advantage for your customers, say an outstanding digital customer experience, a competitor can quickly copy it.
Today, companies are bought out other companies not for what they sold, but for the brands they had established. The brands, with their deeper iconic meetings, were valuable because of the intangible meanings they offered. And the management of this meaning, like many sound ideas, borrows from very ancient and eternal ones.