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BrandYOUR BRAND ISN’T WHAT YOU SAY IT IS.

It’s defined by what others think about you.

Isn’t that frustrating?  Here you’re spending all this effort and money to create a strong brand image.  Does it matter at all?

Yes, but not the way you’d like it to.

Your work at developing your identity and reputation is about how you want your organization to behave.  You see, every touchpoint makes up what the market thinks about you. Read the rest of this entry »

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