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BRANDING

“Identity is cause; 
brand is effect.”

Larry Ackerman

...your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from your competitors'. Your brand is derived from who you are, who you want to be and who people perceive you to be.

STRATEGY

“However beautiful the strategy,
you should occasionally
look at the results.”

Winston Churchill

Perception is strong and sight weak. In strategy it is important to see distant things as if they were close and to take a distanced view of close things

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