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Problem

Brand is more than image. Customers need to know where they are and whether they can trust that place to provide something important and unique.

The identity created on a site, through advertising and in interactions with people at a company, persists even after customers leave their computers, close their magazines, or hang up their phones. Some may suggest that brand is the image, the graphic look, or even the logo of a company. But it is more than that. It is what people remember. And like the cattle brand of cowboys, a company brand cannot be taken off once it has been created with customers.


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