The brilliant power of the brand: Daniel Karczinski on excellent branding

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»Brands give buyers direction in the consumer jungle. But what makes a brand into a brand? And what does a company need to invest to successfully build a brand?« asks InteriorFashion. The founder and CEO of our agency responds: »A brand is a firmly anchored, unmistakable image in people’s minds which defines their attitude to a company or product. We are firmly convinced that brands must shine from inside to the outside. It means that corporate design transfers a brand’s core values and the company’s particular culture onto the external image. Only when the value from within a brand appears convincingly to the outside world does a brand become a bright star – and ultimately impress customers.«

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