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Brand Touchpoints | Part Two

A brand is a “trust mark”. It’s shorthand. It’s a sorting device.

Branding used to be the exclusive purview of big consumer products. Now every business talks about the brand imperative, and even individuals are challenged to become walking brands. Why have brands become so important? Bottom line: good brands build companies. Ineffective brands undermine success. As products and services become indistinguishable, as competition creates infinite choices, as companies merge into faceless monoliths, differentiation is imperative.

The brand is the nucleus of sales and marketing activities which result in increased awareness and loyalty when managed strategically.