Branding has evolved significantly since the first-ever brand registered in the United States almost 150 years ago (Bass & Co. Beer). Back then, a brand represented a promise and it continues to do so, however with many additional, complex layers of psychology stacked high. As humans, we have developed the unique ability to create meaning from the seemingly meaningless world around us and this is exactly what Debbie Millman (a foremost expert on branding) believes branding to