A Brand’s Mantra is the key to unlocking the secrets of a brand’s DNA. The Brand Mantra is the heart of a brand, and the most important element in setting the compass for your brand. It defines what you are and what you are not as a brand. Generally it consists of two adjectives and a noun. As a Brand Steward, you must get the Brand Mantra right before you can steward any brand without damaging it. I personally prefer to create the Brand Mantra as a first step in developing any brand, as everything else falls into place only after the Brand Mantra is established.

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