I have actively participated in drafting my favourite branding definition by Francisco Conejo and Ben Wooliscroft that enthuses and scares me. “Brands are complex multidimensional constructs with varying degrees of meaning, independence, co-creation and scope. They are semiotic marketing systems that generate value for direct and indirect participants, society, and the broader environment, through the exchange of co-created meaning.“ After a #burntbrain experience I am back to help people, enterprises and communities do it wiser and better.