I stumbled upon The Brand Gap presentation a while ago. I downloaded a .pdf version with E-Mule and I guess it still lives somewhere on my laptop. I later found it is a book :)
Anyway I happen to like this presentation a lot. It enlightens the viewer about how a brand is not something you see or touch. A brand should be built around values which must be present in any activity you – as a company – undertake. These values must be communicated to the public and hopefully perceived at all times in order to make the public feel emotions. Emotions create experiences which can not be forgotten so easily.

Enough said, check the slide show its worth it!