JAY GRONLUND
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Basics of Branding

Basics of Branding

Most business managers really don't understand 'branding'. They usually think this discipline starts with a new, catchy name and then they become fixated with all the media and digital options that exist today. What is lacking in both B2B and B2C circles is the strategic side of branding - i.e. the creativity, customer research and competitive...
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