The importance of brand in one simple sentence The most powerful statements are often the simplest. Here’s one I came across yesterday. I wish I had said it. It reinforces the importance of a brand in a very simple way: Business plans can be knocked off, but a unique brand cannot. Enough said. Eric Brody Eric Brody is President of Trajectory, a brand consulting and marketing agency specializing in creating momentum for customers, brands and businesses across the related categories of health, wellness and beauty.