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I promote a particular set of terms that are useful to describe, understand and manage all types of brands and brand experiences. The basic idea underlying these terms is that any discrete identity is defined by a set of marks that are distinctly formed and configured. These marks span the range of all possible marks – physical, gestural and linguistic. The terms identified in this section provide the core components of a brand-marks-based language-space that is well suited to handling brand identity creation, design and management. |
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