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This course will teach what branding actually means and how do it right so your organization can benefit.
Branding is important for any company that deals with direct customers. A brand means trust. It reduces the uncertainties about your offering and helps customers to decide. A strong brand shortens sales cycles and reduces sales costs. Customers evaluate faster and less intense and they require less information about the offering during their decision process. [...]
As outlined in the previous lesson, branding activities (which are usually comparably expensive for any company) become quite ineffective if you make a brand promise that you cannot deliver on. In fact, this does more damage to your brand than not having a brand promise at all. You have to make sure that: Your branding [...]