Science & Branding

Science & Branding: Be the brand that one truly is. by Chris W. Hubbard

Like people, many brands at some point wish they were other than who they are. They look around and see a host of new brands who are cooler than they are, better looking, or having more success. They wish to have a different "brand self." So they attempt to make themselves into something different. But both failure and success at these attempts can lead to despair. 

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