Nowadays brands are not anymore a name. Brands are like a Person. They are managed for people to people. Every brand is owner of a singular personality and an identity, but these are not enough to be chosen by your audience. People love brands when they keep a strong relationship throughout the years. It means that people must “Feel” your brand among everything. We pass through the “Me selling proposition” to the “Holistic Selling Proposition”. The answer is not anymore what you say. The answer is “how” you say.