Inquiries and insights into creative excellence.
If any one element of a brand platform can stand on its own as what the brand is, it’s the tagline. Like an overarching theme or moral of the story, these few words say everything we need to know about the entity and how it might be relevant to our lives. They explain everything the brand ever does and why you should care.
Read MoreWhat kind of people are we and what kinds of things do we do to express that? The answer to that question is brand culture, that seemingly undefinable quality that draws people in. Except that it is definable. The culture of the brand is an institution that we need to create, with a set of values that we need to codify.
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