Branding is much more than ensuring that a brand’s image is firmly rooted in the minds of its audience. Advertising and marketing professionals who truly understand branding and how to leverage it for optimal benefit can appeal to consumers’ emotions and develop a profound connection that serves to improve brand recognition and loyalty. Adweek showcases how some organizations have taken their branding efforts to innovative places, and how their unique strategies and advertising campaigns not only improved their own image, but also created memorable moments for their audience.