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The Truth About Creating Brands People Love by Donna Heckler, Brian D. Till

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Chapter 49. Compromise can destroy a brand

Brands are built on consistency—consistency of message, of image, of tone, of logo...the list goes on. Consistency does not happen overnight. It is developed through collaboration: collaboration between departments, with suppliers and vendors, with retailers, with all those who in any way touch or influence the brand. Everyone works together in a single-minded effort to connect the brand with your consumer. Compromising on even the smallest of details potentially begins an erosion that, once begun, can be difficult to stop.

Consider Boston Chicken. Do you remember them? They were the very popular, fast-growing chain that provided ...

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