When it comes to your brand, you are “in command and out of control.*” Let me explain what I mean by that. If you Google the definition of brand, the first thing you’ll see is “a type of product manufactured by a particular company under a particular name.” Simple enough, right? Maybe 50 or 60 years ago. Then marketers realized that in addition to just describing a product, a brand could be used to create a specific perception in consumers’ minds about the company as a whole.