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- Naming, rebranding, and the role of your brand origin story. - Origin stories are big business in Hollywood. Millions of people will pay top dollar at the box office to get the back-story on their favorite superhero or sci-fi villain. (The Joker grossed $849 million in just two months.) Unfortunately, brand origin stories are highly underrated and underutilized in the business world. Let's say you're involved in a start-up and you're pitching your idea to potential investors. They're going to want to know where you came from. How you got there. And what you're all about. A well-crafted brand origin story can answer those questions — in dramatic fashion. A look back helps illuminate the way forward. Sometimes it's the founder's entrepreneurial journey that attracts a tribe of like-minded people and… ... Continue Reading
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