Ideas And People®
BUILDING BRANDS EVERYDAY®

Our Brand

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OUR PROCESS

What exactly is a brand?

It’s not a company’s logo or advertising. Those things are controlled by the company. Instead, a brand is a customer’s gut feeling about a product, service or company. People create brands to bring order out of chaos. If the word brand didn’t exist, we’d have to invent a new one, because no other word captures the complexity and richness of this concept. The only word that comes close is “reputation”. Your personal reputation, like a company’s brand, lies outside of your control. It’s not what you say it is-it’s what they say it is. The best you can do is influence it.


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Feature 3

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