The phrase “A rose by any other name” was coined by William Shakespeare in Act-II, Scene-II of Romeo and Juliet. Juliet says “What’s in a name? That which we call a rose, by any other name, would smell as sweet” in reference to her family, and the family name of Romeo. In essence, she says a name cannot affect what something actually is. This line is, in reality, very profound, suggesting that a name is just a label to differentiate and distinguish one thing from another.

We live in an exceptionally dynamic world where more people than ever are connected, and it seems every aspect of our lives is being affected and transformed by emerging technologies. The pressure for brands to own unique value in consumers’ minds has never been greater. For brands to be relevant and valuable they need to improve peoples’ quality of life and well-being, and, if a brand becomes more meaningful it also becomes more valuable.