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Thursday, July 28, 2005

What Corporate Identity Isn't: "If you’re sitting around the conference room table with a logo sketch on the whiteboard, and all the major stakeholders are nodding and smiling, then you’ve almost certainly got a dud on your hands.

Committees are great at developing identities that are generally pleasant, but you can’t be generally pleasant and remarkable at the same time. A great brand is evocative, passionate, and impressive—and it’s a rare committee that can come up with anything that can be described
with those words."

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