Two pathways guide the trajectory of brands. The most successful find their strength at the intersection of the two.
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Marc Cloosterman, Author at Branding Strategy Insider - Page 2 of 3
Strong brands make credible, relevant, and distinctive brand promises. Even more importantly, they fulfill these every day.
This is one of our favorite topics with board members, specifically when it comes to licensing the corporate brand—or not.
Many organizations have acquired brands and kept them, temporarily or permanently, under their original brand.
Brands must integrate the reality of the digital age into their design.