Whether we like it or not, a sound corporate identity is the best way to build a customer base
Madame Alchemist is congenitally brand illiterate. The question 'What car do you drive?' would typically yield the answer: 'A red one.' Our neighbourhood DIY expert famously asked her to show him her nails, a perfectly reasonable request to view the available steel attachments commonly found in a garage or toolshed. She held out her well-manicured hands. Branding is the bridge across this conceptual divide. When you buy a coke, do you describe it as 'the brownish gassy liquid that comes in a red patterned cup?' Are you not grateful that 'McDonalds' (apologies to the ever-excellent Burger ...
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