- A company’s brand lies at the core of its existence.
- The brand is your “claim to fame.” It’s what distinguishes you from your competitors and helps to create a desirable response.
- The challenge is to first deliver your brand to market, to have it recognized in a positive light, to nurture its growth, and to steer it around obstacles to a leadership position.
- A brand generates a response by targeting our most innate senses — taste, smell, sight, sound, touch, and (most importantly) one’s spirit.
- A brand embraces our affections and calls us to action.
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