A significant part of this complexity is rooted in the language of branding. Brand language is varied, misunderstood, and abused. With this glossary, Interbrand, the leading brand strategy and design consultancy, has set out to demystify, educate, inform, and entertain.
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The Brand Glossary
Brands are the heart of business. They put a name, face, and personality to a business, product, or service. Yet, brands are not solely the logo, tagline, or advertising – they are the sum of all experiences. Great companies make the brand their central organizing principle to ensure consistent delivery of a differentiated experience. As involved as that is, we have somehow managed to make branding more complex than necessary.
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