Abstract
Everything that makes up a brand is a process of communication: product design, pricing and distribution, reliability of services, advertising, the way salespeople look, the way clients look, the logo, the product’s history, shopping bags, stickers, the color of the carpet in stores—everything. Communication permeates the totality of the Brand system.
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Notes
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© 2013 Marie-Claude Sicard
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Sicard, MC. (2013). The Fingerprint Method: The Seven Poles. In: Brand Revolution. Palgrave Macmillan, London. https://doi.org/10.1057/9781137019493_6
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DOI: https://doi.org/10.1057/9781137019493_6
Publisher Name: Palgrave Macmillan, London
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