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Building a mental picture of a brand

People have a mental picture of what a brand stands for, and it's this mental picture that influences their decision making. The clarity of these mental associations and how readily they come to mind is important for brands to nurture. 

Colleen Ryan shares how fit, energy, clarity and promise can be dialled up to ensure a brand is the first that springs to mind when a customer thinks of a category. 

Colleen Ryan
Partner at TRA

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