Branding is an art form and a science. It’s a way of evoking an emotional response by a seller through a queue to associative memory of a buyer. (Think Pavlov and his dog). The signal can be musical (e.g. the Intel chime). Or it can be odoriferous (e.g. the melded perfume from Lush). It might be lyrical (e.g. “we’ll leave the light on for ya” from Motel 6). And it might be visual (e.g. Nike’s swoosh). Building connections between these symbols and […]

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