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When we talk about creativity - art, architecture, urbanism, branding, design and advertising - what we are doing is not a continuation of the free and fantastic stories which humans have told nights around campfires for hundreds of thousands of years.
Branding is neither sales nor marketing. It is the strategical and creative process that precedes those, right after concepting, founding or changing a business. And should thus be guided by business leaders and CEO’s personally - used as their own, most powerful lever in a sophisticated toolbox to control and guide their mission and vision.
