WHY WE BELIEVE BRAND AT BEST, IS COMMUNITY. We believe that people align with brands not just for what they do or make, but why they do it. Motive is crucial. Brand building at its core is about authentically articulating deeply held beliefs to the like minded community. Brands are not sets of design deliverables, but unique patterns of language reinforcing shared beliefs. Successful brands eliminate dissonance and deliver pure messages across all channels including product creation, social strategies, digital communication, and retail expression. Brand cohesiveness empowers people to engage and evangelize. The goal of strengthening brand community guides all the work that we do. This is why Soldier is in the brand game!
See more at: http://boston.aiga.org/event/dynamics-of-branding/#sthash.UyufUhV7.dpuf