Symbols Matter
A symbol is a token
It stands for something else.
A symbol is not a brand
Brands are carefully developed to incorporate culture, psychology, and marketing principles.
A symbol matters
Symbols and symbolic gestures evoke strong emotion, and that’s a powerful tool.
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YOU TAKE THE CAKEAn independently owned company hosted a monthly birthday party for employees. The birthday cake was symbolic of caring and team spirit. An international Fortune 500 company acquired the small firm and wanted to cut costs. They ended the cake celebrations. Now the company had a new symbol. Every month, the party date came and went, reminding ... |
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