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True Alignment by Edgar Papke

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Extraordinary Brand Recipes

We hunger for great recipes.

What makes a brand extraordinary? What differentiates it from its competitors? Why do we respond to powerful brands as we do? What is in the secret sauce of winners? Why do we want to associate with the best? What do extraordinary brands have that the others don't?

Again and again we ask these questions. We want to know how to replicate that high level of success and make it our own. Whatever role we have in a company or team, we all aspire to be a part of something extraordinary.

First, extraordinary companies with extraordinary brands are well aligned. Their cultures and leadership ...

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