"Old Rules" talks about "Brand Essence". What is it and why is it vital for a company to understand it?
-Brand Essence: what the brand stands for in the minds of a company's stakeholders and stakeholders. It defines the core competencies of a firm along with its culture and values
- important because brand essence is what the customers connect to
-it is what sets the company a part from its competitors
-heart of all organization's operations
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Principles of Marketing
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