Future Fridays: Nancy Kruger Cohen on Building a Brand Identity

For this installment of the Future Fridays series, Nancy Kruger Cohen, president of Mouth.com explains how branding starts from the inside out. In her What's the Big Idea talk at the Winter Fancy Food Show, she explains that branding isn't just about packaging or a logo, it's about what your company stands for and how it conveys that to consumers. She suggests, "Any branding or big design project, or even your business plan, should start out with asking a series of five questions. Who are you? What do you believe? What's your mission? Why you? What are you like?" With these questions, brands can stand out amongst competition and build an identity. 

View Cohen's full talk above as part of SFA's Future Fridays. 

 

 

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