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The bigger a brand gets, the smaller it should act - because no one likes big.
Andy Spade, Co-founder, Partners & Spade
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Identity is cause; brand is effect. And the strength of the former influences the strength of the latter.
Larry Ackerman, The Identity Circle
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A brand strategy can enable, sometimes crucially, the potential of an innovation to be realized. There are times when you literally need to brand it or lose it.
