In the first part of this post, we discussed the nature of the ordinary kind of branding. Last post, we discussed the shortcomings of this approach and distinguished it from the true nature of branding. This time, we'll discuss how to achieve this kind of branding and who is good at it. The ordinary kind of branding yields an average understanding that can be misleading in execution. The better kind of branding yields an essential understanding. It is achieved through intuition of the essence, not through a methodological processing of particular data. The essential intuition grasps the true nature of the company immediately. The essential intuition immediately sees the company's brand. To be sure, experience with the particular data can be helpful. But, the intuition can come early or late. Unlike with the ordinary approach, more data is not necessarily better. When the intuition is seen, the whole essence of the company, its true brand, is revealed all at once. It is a rich and complex vision of the company itself, the expression of which is the brand. Because it is a rich and integrated vision, this yields a very executable brand. It's not a ticking off of averaged particulars, but an infinitely complex landscape, subjectable to infinite scrutiny, like a fractal. By now, it must be obvious that I think this kind of branding is a difficult skill, not easily acquired, and not common. Indeed, it is only in philosophy that this kind of intuition is understood and taught. In this way, the best branders are philosophers. Only a philosopher's trained insight into the essential can grasp the true nature of the truth, a person, or a company. The skills honed through years of philosophical training produce the skills that raise branding to the art that it is.