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Giving a book a title

Posted on 19 november, 2016

From the beginning I thought I would call the book True Branding. But maybe that would imply that the branding that is taking place today is fake? And it isn´t. Not always. Possibly the title ”Branding for the Big Shift” is better, pointing towards a future that lies somewhere different from the direction in which we’re headed today.

Still, the branding I am aiming for is a kind of Branding that is true to the bigger picture, that is true to the stakeholders that today are excluded by the branding process itself.

Time will tell where we will end up…