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Branding

The valued authenticity

In an artificial and manipulative world of appearances, success belongs not to the most efficient, but to the most authentic. There is a simple relationship between branding ethics and the level of public trust in the brand.   A lot has been written about branding, but it is always good to recall that only a brand built on real...

Branding gives your company an advantage

Definitions of branding are as numerous as are branding experts. Still, there may be more.   One of the most consistent explanations was coined by Philip Kotler: Branding is the bestowing of products and services by the brand’s strength. Since you already know what a brand is, now it's time for branding, which will allow you to take the...