Yesterday, we completed the most satisfying branding exercise I have done till date. The team a friend who is a state bank employee and a cricket fiend, a cousin who has 13 years of experience handling corporate accounts, and an unwitting ally in my wife, apart from me a user experience practitioner.
The brand has also passed the "ask woman" test suggested by guy Kawasaki in the art of the start. Branding is one of the professions that has been made so complex, and is so important, that with so many "experts", that it is difficult to get the right people.
cheers
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