There are times to make fancy definitions and times to cut the crap.

I'm dedicating this entire tag called in two words to the hard job of simplification. For BS lovers I should have said: maximizing synthesis.

But all that is the boring part. The fun part is when you expand those definitions using your view of the world. It is relevant because you refined it with every year of your experience.

Here is how I put branding in two words:

Branding: building reputation.