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“Identity is cause; 
brand is effect.”

Larry Ackerman

Branding is as vital to the success of a business or nonprofit as having financial coherence, having a vision for the future, or having quality employees.


“However beautiful the strategy,
you should occasionally
look at the results.”

Winston Churchill

A method or plan chosen to bring about the desired future, such as achievement of a goal or solution to a problem.

The art and science of planning and marshaling resources for their most efficient and effective use. The term is derived from the Greek word for generalship or leading an army. See also tactics.

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