What I’ve Learned About Branding

What I've Learned About Branding
(Reading Time: 4 minutes)

Each month in Esquire magazine, there’s a feature called What I’ve Learned.  Celebrities or thought leaders (a top economist, for instance) are interviewed, and their words are presented as a string of short phrases.  There’s wisdom in surprising sources, and it’s always the first thing I turn to when my issue arrives.

I’ve created my own list of “What I’ve Learned About Branding” in my 20+ years as a positioning and strategy consultant, brand manager, CMO and agency partner.  I share it here in hopes that it might be useful to you:

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