Brand core: what lies within? The idea of finding the soul of the brand is something that many might immediately chafe against, or laugh out loud — the sheer presumption: brand = soul.

Brand storytelling isn’t just history, it’s more to the holism of how a person experiences a brand as a sequencing of contact points, the journey from a website, to print catalog, to place, made in and for brand.

What shines?

via Soul Brands | The Quest for Heart and Holistic Experience — Girvin | Strategic Branding & Design

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