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Conscious Branding by Anne Marie Levis, David Funk

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Chapter 3

The Three Lessons of Conscious Branding

Before we get to the heart of the brand building process, allow us to give you three examples and demonstrate the branding lessons we can all learn from them.

Lesson One

Let us say that you are about to open a new business. You are relatively new to town and you’ve asked around for references for a good local law firm. You’ve heard several names and from that you have narrowed it down to two firms, one because it’s close, the other because the name has come up more than a few times. You look them up in the Yellow Pages to get their phone numbers. Their Yellow Pages ads look quite different. Firm A’s ad lists their name and their services and has a big, bold phone number in block letters. Firm ...

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