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":"ba26705a58a3202ddc614367e30ca05b","s":"938671320ac4c1ab"}
Share your thoughts. Click here