The Brand DNA


The entire branding elements should be consistent and guarded as the way you do with your product trade secrets.

Most marketers labelled their branding activities in many forms; some called it the Brand Bible while others call it Brand System.  Similar to other brand strategist, I referred mine as Brand DNA.  Parallel to Human DNA, it contains the instructions for a branding structure and function. It is the blueprint for how the brand runs, reproduces, builds, evolves, and every other functions necessary for branding life. Read more 

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Everything is branding!