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Branding is about everything.

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Tom PetersThe Little Big Things: 163 Ways to Pursue EXCELLENCE

Jobs described Mike Markkula's maxim that a good company must "impute"- it must convey its values an...

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Sound an alarm! Advertising, not deals, builds brands.

A brand for a company is like a reputation for a person. You earn reputation by trying to do hard th...

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What we are trying to do at Virgin is not to have one enormous company in one sector under one banne...

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Richard BransonLosing My Virginity: How I've Survived

So sure, start with a slogan. But don't bother wasting any time on it if you're merely going for cat...

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