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- Principle 1 - Branding is not about you. Branding is ALL about your client.
- Principle 2 - Clients spend most of their time talking to other people about other products.
- Principle 3 - Clients can go all week without thinking about you . . . unless you help.
- Principle 4 - Market is Plural.
- Principle 5 - If you cannot state your brand clearly, neither can your client.
- Principle 6 - If you cannot state your brand clearly, someone else will.
- Principle 7 - Branding is a Leadership Responsibility.
- Principle 8 - Branding is your Business Plan.
- Principle 8.5 - Do (the pavement) no harm.