2013 | OriginalPaper | Buchkapitel
The Fingerprint Method: The Seven Poles
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Everything that makes up a brand is a process of communication: product design, pricing and distribution, reliability of services, advertising, the way salespeople look, the way clients look, the logo, the product’s history, shopping bags, stickers, the color of the carpet in stores—everything. Communication permeates the totality of the Brand system.