The American Marketing Association (AMA) defines a brand as a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. It’s hard to find questions that are any simpler: Who are you? Why does your company exist? What makes you different from the competition? And yet, those are some of the hardest questions a business can answer. For good reason, too. They strike at the heart of a business, its core values and core purpose. And its very … Continue reading
