From Seth Godin: "I can clone a frog from one skin cell--and get the whole frog. Can I clone your brand from one interaction, from one web page, from one referral?"
Brand identity is determined by experience. People sniff it out.
Wrapping the brand in a monolithic capital e Experience is getting tougher and tougher to do. So, what companies really do is vital; a company's real character either supports, or destroys, a green brand proposition.
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