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Brand: A Reason to Believe

Your consumer needs to be taught who your company is, why it matters and why they should care.
Dec 2012 Issue of Wine Business Monthly
Editor’s note: This is the first article in a three-part series that focuses on the philosophy and creation of brands. The following two articles will cover identifying brand touchpoints and how to create your own brand strategy for your business. We all know the role that various companies play in our culture and in cultures around the world. Whether they sell a product or a service, we are not blind to that influence. But what drives us to turn to certain companies time and time again? ...
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