Category: Branding Fundamentals
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The Authenticity Paradox: When Breaking Brand Rules Builds Brand Trust
I’ve been watching brands tie themselves in knots lately. They’re caught between old playbooks that preach consistency and young teams who see those playbooks as rules written for a world that no longer exists. The tension is real. A heritage outdoor brand considers a partnership that would have been unthinkable five years ago. A financial…
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Branding 101: What Are the Fundamentals of Branding Every Business Should Know?
Nearly everyone I work with admits the same thing: they don’t really understand what branding is. When I explain it, something clicks. They lean in, fascinated. “Why didn’t anyone tell me this before?” Here’s what makes branding so confusing: it feels ephemeral, almost impossible to measure. Yet it has massive impact on revenue, profit margins,…
