Sometimes getting people to think about what our brand is requires surprising them with what it is not.
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If you want your brand to be truly special, you need to lay the foundation. Then you need to let that guide you. Guide you to the kick-ass concept.
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It’s there, lurking in the DNA of every brand. When we shine a light on it, we discover just how brilliant our brand position could be.
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There is one powerful thought that can separate you from all the others. One powerful thought that can draw people to you. This is your undeniable truth.
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