The business of branding - Ian Humphris
Let's talk branding
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What Is This Business Yet?
What is this business about? What problem is it solving? Who is it trying to talk to with what message and why? And i think if if we simplify it to that, you know, the idea of brand being a commercial entity, then helps us sort of get to a point where we can start to influence whethere the things that the business is actually wanting to stand for. So therefore, the brand discussion is a very strategic one, because itin ved entirely with the business of that business, and ultimately then how it goes to market.
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