In this second part of "What Makes Great Brands Great," we explore the concept of "territory in the mind." Great brands own a distinct emotional and mental space with their audience. Using examples like Harley Davidson, Fortnite, and Tiffany & Co., the video illustrates how successful brands differentiate themselves through clear promises, emotional connections, and a focused identity. It emphasizes the importance of defining your brand's unique territory to create a lasting impact on customers.