How do other people describe you? More to the point – how do they RAVE about you? I spent the first half of my career writing ads for some of the world’s most loved brands. Defining any brand begins with understanding how it is different than its competition. That process begins by describing the brand in just one word (usually an adjective). To explain what I mean, let’s take a look at the car industry. Porsche is fast. Volvo is safe. Subaru is practical. Any strong brand can be summarized…
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