I love how words can evolve over time. Nowadays when you talk to someone on the street, if you mention the word “brand” they’ll probably think you’re talking about a logo or a line of clothing. To others they’ll think of cattle. Of course, when it comes down to it the “modern” use of branding isn’t much different than the other usage. It’s all about using a mark to distinguish something from everything else. BME uses our logos as part of our brand identity, so when someone gets a tattoo or a scar of a logo, it means that we as a brand have affected them in some meaningful way. Here’s an example of one by Mike Grant.