Steven G Soechtig
Author
Pub. Date
[2022]
Edition
First edition.
Language
English
Description
"Historically, consumer and B2B companies have made significant investments in defining and maintaining their brand identity. They worked to establish their brand promise, perception, and voice, establishing market positioning and differentiation to attract specific buying demographics. Once established, these companies would train their employees to project and reinforce that brand identity at every step of the customer journey, from initial awareness...
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