Brand With Caution
The golden arches. The Nike swoosh. The Apple… (with the bite taken out, of course, to show their rebel side).
All of these are fine examples of branding. When companies have products with which consumers can easily identify, brands become legendary.
Branding is not just for products or cattle anymore though; many company projects and change initiatives are now branded. To make sure your brand has the impact you want, pay attention to two things: the process and the pitfalls.
The Good
WHEN A PROJECT’S NAME OR LOGO REFLECTS ...
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