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"Brand Butterfly" cartoon
"Every brand has some form of a brand butterfly, whether they call it a brand onion, a brand architecture, a brand key, a brand pyramid, a brand d.n.a, or a brand unicorn. It’s the one-page blueprint of the brand. When written well, it can be an invaluable resource. It sparks new ideas and helps guide all of your decisions on whether an idea is “on brand”. Yet many brand architectures are full of insider marketing lingo that make them seem ridiculous to everyone else..." (continue at
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