twentyfour - client access

Products are made in the factory, but brands are created in the mind. Brand is what other people are talking about you when you're not in the room. Branding is the gravity of your business — unseen, yet holding everything in place. A brand is no longer what we tell the consumer it is — it is what consumers tell each other it is. Branding is about signals — the symbols, the cues, the conversations, and the context that influence how people perceive your company. A brand is the set of expectations, memories, stories, and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. Branding demands commitment; commitment to continual reinvention; striking chords with people to stir their emotions; and commitment to imagination. It is easy to be cynical about such things, much harder to be successful.

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