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Brand as Primal Identity
- Brand is deeper than visuals; it's about reputation and trust.
- Brand origins trace back to primal human relationships and identity signaling.
Build Brand From Inside Out
- Start brand building from internal values and culture, not just external design.
- Align your product and logo with a belief system to create a powerful brand presence.
Craft Defensible Sharp Values
- Craft sharp values that you could defend against opposing viewpoints.
- True values are tested and demonstrated especially when inconvenient to uphold.