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Mapping the Customer's Experience Through Brand Design - Designing a winning and consistent identity is, of course, not a simple matter of a logo and a customized typeface. Identity encompasses all the myriad touch-points that customers have with the brand, and the only way to be sure the result is more than just the sum of its parts is to have a brand strategy that resonates with company ...
D'Esopo, Michael, (2009)
Why brand matters in B2B
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An approach to mastering the marketing mix
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