Sounds sorta nuts, right? To ask something as abstract and ill-defined as a “brand” a question? Preposterous, really. But perhaps it’s only preposterous because your brand is too abstract and ill-defined. When a brand idea is formed and articulated powerfully and clearly, then it becomes easy for every employee, regardless of their role, to channel that brand idea into everything they do. Here’s what I mean and why it matters.

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