I feel like the word I heard most in 2016 was brand. Everything was brand-centric and every brand was focused on branding their brand just right. I even got in on the branding fun, covering it on more than one occasion. The reason everyone was so focused on designing their brand was, and still is, because we’ve realized that in order for people to buy, they have to first connect. The brand is the story that garners that initial connection which is necessary for the buy. Once this realization hit the market in such a clear-cut way, everyone took notice and followed suit. That is, until a man by the name of Arthur Tubman introduced quite an opposite approach.