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Why community is a brand’s secret weapon

Building effective brands is a difficult pastime. As the founder of a branding studio, I’m fascinated by brands. I study them fanatically. And while logos, colour palettes and font pairings make up the frontline of brands, it’s the deeper, more meaningful elements that give them a true point of difference. The ingredients that create a successful brand can be difficult to discern, because ‘brand’ is often more an emotion you feel towards a business than anything else. Jeff Bezos summed u