39. Brand Psychology


The world’s most memorable brands tend to distinguish themselves in the connotation—not just the denotation—of the value proposition. Brand builders strive to create just the right connotation for the brand in the mind of its target audience. It starts and ends with what people think—or, more accurately, what a brand can inspire people to think.

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Contributors

Marlborough Sun
Ti Amo

Fire Road

The Creative Method
Tony Ibbotson, Andi Yanto, 
Mayra Monobe
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