The Brand Gap
A Brand is not physical. It is an idea, therefore it is always in flux. the meaning is constantly subject to change as its context and environment changes. The brand gap is when there is a lack of communication between strategic and creative minds. brand is essential to any business especially in todays society where businesses only have a split second to make an impression on the consumer.
Designing Brand Identity
lays the basics of what a brand is, especially how it functions and communicates with the consumer. if a consumer can feel and connect with a brand it will keep them coming back and creates loyalty.
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