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branding


Why Do Startups Have Prehistoric Ideas About Branding?

Why Do Startups Have Prehistoric Ideas About Branding?

Startup Brand Strategy One of the ironies of today’s world is that the leaders of the most innovative startups have the least innovative ideas about what it takes to create a brand and the value of investing in startup brand strategy. The fact is, logos and messages don’t make a brand. At least, they won’t make a brand that will thrive in the world today. Studies prove, and we are talking about a lot of research here — People (as in your customers, prospects, employees, partners and investors) are all looking for more from brands when they invest time and money. They...
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The Right Brand For A Transformation

The Right Brand For A Transformation

We’ve blogged here about something called integrated reporting, which would merge financial reporting (which public corporations are already required to do) with sustainability reporting (which only some companies do). What we’ve missed – until now – is the need to brand this transformation. Integrated reporting is a transformation for a whole bunch of interrelated reasons. First, financial reporting is mandatory and highly regulated. All big companies have full-time staffs of people to prepare the reports, and the big accounting firms around the world have armies of people to check them....
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