[serious_angel]

    > Al Ries asserted that a brand is a singular idea or concept that you own inside the mind of a prospect.  
    > 
    > Source: https://heidicohen.com/what-is-branding [2011-08-15]

    The keyword - mind. That is, a human being is supposed to stand behind a "brand", who is responsible for it, and is to be trusted for the product, the effort, the experience they offer.

[nlarew]

Your quoted text does not back up your claim. It says brands live in the mind of the customer (i.e. the prospect). It doesn't say anything about a brand representing a real human being.