“ A brand pattern creates consistency between the Artifacts, Behaviors, and Concepts of a brand. Artifacts, Behaviors, and Concepts are the simple ABC of a new kind of brand consistency. Artifacts are the logos, names, slogans, colors, icons, shapes, sounds, and products of a brand. Behaviors are the states, traits, actions, performance, and response of a brand. Concepts are the plural thoughts and visions that strategically bind an organization. These must become inter-related and interdependent.
