In this chapter we will start to look at what makes your brand successful amongst your audience. We will look at how customers want to feel about your brand and your engagement with them. We will talk about how companies like Dell have used this to their advantage and obtained measurable financial results. We will also look at how companies adopt policies and guidelines for their staff. We’ll look at good and not so good examples of policies and innovative ways of getting the message out. We’ll talk about legal aspects and consider some potential issues around intellectual property and copyright. Finally, we will look at established brands and how they tackle brand migration. Some have managed this brand shift ...

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