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The Brand Essence is the one sentence that sums up everything
that a
brand is all about. It captures the personality, the customer
experience,
and the raison d’etre.
To
be useful, The Brand Essence must be…
…Experiential.
…Emotional.
…Evocative.
…Esoteric.
…Exclusive.
Every piece of marketing created for a client
should exude The Brand
Essence, even though it may never be explicitly
stated.
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