Campaigns don’t shape brands. Leaders do. Campaigns merely project to the outside world the brand as perceived by the people inside your company. Dissonance will cause any branding campaign to fail, no matter what you do.
I define branding as a uniform concept of value elicited by a name or symbol without need for explanation. Creating or changing any brand starts first and foremost internally in a company, not externally. If I want to know...
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