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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