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    Strong brands are often discovered before they are invented. Vérité explains why brand strategy should begin with what is already true.

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    Brand narrative and brand positioning perform different strategic jobs. Confusing them produces expressive brands with weak competitive meaning.

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    Naming decisions become clearer once the relationship among companies, products, services, buyers, and reputations has been resolved.

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    The strongest brands do not perform an identity they wish to project. Their language, design, behavior, and culture emerge from the same underlying logic.

  • What AI cannot make true

    On artificial intelligence, brand distinction, and the importance of knowing what a company actually is.

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