“If people believe they share ____ with a company, they will stay loyal to the brand.” – Howard Schultz, businessman and the former CEO of Starbucks “Brand is the sum total of how someone perceives a particular organization. Branding is about shaping that ____ .” – Ashley Friedlein, CEO and founder of Guild “Products are made in a factory but brands are created in the ____ .” – Walter Landor, branding pioneer “Branding is the process of connecting good strategy with good ____ .” – Marty Neumeier, author, speaker and expert on branding “A brand is a ____ and a product is a souvenir.” – Lisa Gansky, American entrepreneur, writer and speaker

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