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From Vision to Exit: The Entrepreneur's Guide to Building and Selling a Business by Guy Rigby

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CHAPTER 12. Brand Identity and Culture

“Business must be run at a profit, else it will die. But when anyone tries to run a business solely for profit … then also the business must die, for it no longer has a reason for existence.”

— Henry Ford

Creating a meaningful brand

In the modern world of consumerism and enterprise, we are fast developing an immunity to brands. Information overload and incessant marketing have desensitised people to brands and the messages they churn out. Today’s business must therefore be smart when creating its brand identity and culture. Successful brands must be associated with memorable and evocative feelings, with a purpose, a personality and clear values.

Profiting with purpose

Brands are about capturing ...

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