There's something thrilling about creating (or recreating) a brand identity -- its voice and substance, how it looks, coming to understand where it can go and how it will make consumers feel.  We're not sure if the branding process is "strategically creative" or "creatively strategic," but we do know that it takes both right brains and left brains working in tandem to do it right. Good ideas, well executed. Not so complicated, really.

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