It's not about the brand...

Starbucks teaches us that rarely, if ever, can you sprinkle magical branding dust to create an endearing and enduring brand.

But that doesn’t stop companies from trying. Instead of spending money to improve the functionality of a product, the quality of services offered, or enhancing the customer’s experience, many companies will attempt to build a brand by throwing
money into multi-million dollar mass advertising brand image campaigns.

These companies fail to realize that your business is your brand.

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