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What's So Hard About Branding?

From Seth Godin: "It's a lot easier for an organization to adopt new words than it is to actually change anything." 

Yes, words matter, but less so than actions matching the words.  Something to remember the next time your boss suggests a re-branding, a revised logo or a new tag line.  If there's an issue at all it's more likely a performance issue.  Do the hard work first and branding becomes easy.

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