Branding Roundtable 27

The State of Brand Strategy


When people hear the word ‘brand,’ what reflexively comes to mind is typically either brand expression (a name, logo or message) or brand experience (e.g., a service interaction, or a particularly delightful or disappointing brand feature). But underlying those representations,
in fact underlying everything about a brand, is something typically unseen – if done correctly – but also absolutely essential: the brand strategy.


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