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Finding the Heart of Your Brand

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Scott Lerman, Founding Partner, Lucid Brands; William Ayres, Creative Director, Infinia Group


In an entertaining graphic format, Lucid Brands' Scott Lerman offers some principles that help generate compelling brands. Begin by concisely defining your organization's character and aspirations. Then consider P.I.E., potential, importance, and ease. Ea




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Branding, Brand Design

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