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The Reality of Branding

From the super-smart Tom Asacker come these words to brand by:

…So if you want to refer to yourself as a “brand” – if you want to play that “game” – then you must understand and accept the realities of the marketplace. Most importantly, the cold, harsh reality that the marketplace doesn’t care about you. We care about how our association with you is going to benefit us. Will it make me feel smart? Will it make me feel right? Will it make me feel more connected? Will it help me do my “job?” Will it give me something to talk about? Will it bring me more blog traffic? Will it make me feel less alone?
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