www.hornallanderson.com/blog/high-octane-suckatude

High Octane Suckatude

POSTED BY Jennifer Woodbery on Jan 25, 2008

As a branding professional, I spend my day working with clients to isolate their unique value to the world and how to build a brand around it. Often clients want to anchor a brand around (albeit overused but helpful) values like service, quality, innovation, etc. I always urge them to avoid those big claims if they can’t pull it off operationally. If they want to be known as ‘the quality guys’ and their goods fall apart…well, we kinda have a problem – don’t we?

WRITTEN BY Jennifer Woodbery

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