One of the many things I do for my clientele is to construct a totality of vision. This is especially important with people who develop brands. When one begins to look at the process, pieces and taxonomy that go into constructing a brand, they often forget about smaller and more ancillary pieces. This is not necessarily the fault of the brand builder, as they may have existing knowledge about what previously worked in certain circumstances. In the new world marketing agenda, however, one must think far past the periphery of the basic needs in a brand.

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