Companies are founded every day. Products and services are created every day. All are named. Some become well known. Some achieve the revered status of brand. Some succeed. Others do not. Why?

The simple answer is: identity.

Every brand has an identity. Every brand has a personality. The brand reflects the identities and the personalities of the people who inform and serve it. The brand is reflected in the way the people who inform and serve it interact with each other and with their customers. Through that interaction, the brand is experienced and perceived. Those perceptions become its identity.

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