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Book chapter
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Reference no. 8280BC
Chapter from: "United We Brand: How to Create a Cohesive Brand That's Seen, Heard, and Remembered"
Published by: Harvard Business Publishing
Published in: 2008
Length: 32 pages

Abstract

The core brand message is the key message that your company will be communicating to all its audiences. All other messages coming from the company will be offshoots of this message. This chapter will take you through a process that will ensure that the brand message you come up with will work in the marketplace for years to come. This chapter is excerpted from ‘United We Brand: How to Create a Cohesive Brand That's Seen, Heard, and Remembered'.

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Abstract

The core brand message is the key message that your company will be communicating to all its audiences. All other messages coming from the company will be offshoots of this message. This chapter will take you through a process that will ensure that the brand message you come up with will work in the marketplace for years to come. This chapter is excerpted from ‘United We Brand: How to Create a Cohesive Brand That's Seen, Heard, and Remembered'.

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