Recommended eBook: Eight principles of branding

Eight principles of branding by Landor Associates. (View on iTunes)


Successful brands are anchored in propositions that are desirable, distinctive, and credible in people’s minds. As Walter Landor once said: “Products are built in the factory, brands are created in the mind.”

Following are eight pieces of advice that anyone working with a competitive identity will want to keep top of mind–a conversation starter. These concepts are key to developing a bond with consumers, which is the essence of branding.

By Landor Associates

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