Fast Company today asks:

Is branding a dark art based on a mastery of data or the channeling of creativity?

Channeling up visions of the great and powerful Oz as a particpant in the creation of successful brand strategy, the author concludes:

The combining of art and science is not easy and requires a special team to execute it successfully. But if one can pull it off [this combination] will result in a powerful and iconic brand that drives your profits for years to come.

Read the full wizardry here.