Marketing
November 30, 2022
Brand storytelling is the foundation of the brand, while terms like “best in class” are simply objectives and not a direction. Image credit: Shutterstock
{"ct":"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","iv":"7c367458f60dec978cd9688f6c84ee12","s":"3cb5285f3c7a6bc3"}
Share your thoughts. Click here