5min chapter

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Chloé Nwangwu | Engineering Visibility: A Behavioral Science Approach to Branding Part 1

The Unmistakable Creative Podcast

CHAPTER

The Importance of Knowing

Frank: Where is the disconnect between what I think the impression of our brand is versus what people actually think is? And how do you find that? Frank: The fear in asking is you're going to hear things you don't want to hear. There is a sort of coding process that happens on the back end, where you get the answers that you do from folks and then you start filtering those answers through what you know about core motivations for human beings.

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