The business of branding - Ian Humphris
Let's talk branding
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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