Why branding works

At its most fundamental level branding relies on the principles of survival. In this context a branding strategy can also be seen as a survival strategy. Branding works simply because it appeals to core elements of human behavior. It taps into our entire perception system. This is why, if carried out right, branding can move all senses, creating modern tribes of believers who are almost as loyal to their brand as they are to their friends, or even their families.

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