Remember the company that branded themselves medium-ly? Of course you don t. You remember brands you love, and brands you hate. And that s it. A brand is not predicated on a logo, not on marketing strategy or even advertising placement. True, digital brand strategy begins and ends with an emotional connection. DEFINITION Brand Dominance (n.) When such a strong emotional connection is created, that not only does an audience refer their peers, but also rallies behind the brand in pursuit of the brand s own growth. This book was born from a decade of the author s experience running ad agencies, executing revolutionary identity designs for 100 s of digital.
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