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“Identity is cause; 
brand is effect.”

Larry Ackerman



who someone is : the name of a person


the qualities, beliefs, etc., that make a particular person or group different from others


“However beautiful the strategy,
you should occasionally
look at the results.”

Winston Churchill



a careful plan or method for achieving a particular goal usually over a long period of time


the skill of making or carrying out plans to achieve a goal

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