Is your story the same as hers? When you get your brand right, everyone who tells your story will tell the same story. When you are communicating your brand consistently and powerfully all your constituents-customers, employees, legislators, the public at large-will know why your brand matters and how to articulate it. When Heinemann, a publisher [...]
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The majority of youth are not big drinkers? It is not the common conception, but most youth 18-24 don’t drink or drink moderately. That’s not a brand attribute we would ordinarily assign to this demographic. Why? Because the youth brand is largely controlled by beer makers, the music industry, TV and Hollywood which sell the [...]
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What to do when your logo needs new life? Corwin publishes books for educators. Its founder chose a crow as the symbol of the company because crows are highly intelligent birds. Many customers saw the blackbird in a darker light (think Edgar Alan Poe).
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They love your best, how about the rest? Master Swiss Chocolatier Lindt truffles are wildly popular in the U.S. but many of its American customers were not fully aware of Lindt’s deep product offerings. SangerBrands created a brand-extending Lindt Chocolate recipe book
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