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Purpose-focused Storytelling

Branding

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The Old English term brond and the Old Norse term brandr have meanings related to burning, which is how the word brand became associated with making identifying marks with a hot iron. 

Thinking of the word origin of “brand” reminds us that the best brands are indelible and enduring.

The longevity of a brand is deeply connected to the meaning and purpose of that brand.  Today’s enduring brands are the brands that transcend the product or service they represent to become symbols of greater principles and purpose.

The most important question we can ask a client when starting a new branding initiative is “what’s your purpose?” From branding to content to web sites, the answer to this question becomes a useful guidepost in pursuit of the right design, content and technology solutions.

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