Brands shape the future when they determine their strategies for success. However, shaping the future is a serious responsibility and requires diligence. Rather than short term and instantaneous solutions, brands should focus on long term business processes, and should always prioritize value creation and reputation. Becoming a brand means forming an image, a meaning in your customers’ minds; it means creating a value. It is a process and requires depth and time. To create such meaning and value, you need “marketing”. It is easy to describe marketing; however, it has a myriad of ingredients and aspects. The purpose of marketing is to create value, help people, meet needs and provide solutions… This value is defined through the concept of branding. Basically, this is a holistic strategy process; you use marketing and in doing so, you develop your brand.