Book in brief - Trustworthy: How the Smartest Brands Beat Cynicism and Bridge the Trust Gap - Boxes and Arrows
Boxes and Arrowsboxesandarrows.com
Saved by Mo Shafieeha
Book in brief - Trustworthy: How the Smartest Brands Beat Cynicism and Bridge the Trust Gap - Boxes and Arrows
Brand is why you care about your relationship with a company (c/o Phil Chang).
Brand strategy is the practice of building that relationship through a system of values that imprint themselves throughout the entire business–visual identity, customer interactions, corporate culture.
I often think and write about the importance of “world building” in today’s mixed-media reality: Brands have more control than ever over where and how consumers experience their point of view, from digital feeds and properties to packaging design and retail merchandising. And with that comes many new opportunities to build emotional texture.
Dan Frommer • The Scott Sternberg guide to building emotional brands
