An alchemist is a practitioner of a discipline that sought to transmute base metals into gold. In a broader, metaphorical sense, the term can also describe someone who uses seemingly magical skill to transform ordinary things into something precious or valuable. "Now where else will you find a more apt description of a Brand maker?" I am not in the business of advertising. I'm in the business of desire. Most people have an idea, a product, a company. They come to me when they want a Brand. Something that exists in the minds of others, something they'll pay more, love more, and defend.