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Why a brand is more than just a logo

Everyone knows Nike’s swoosh and Target’s target. And within the natural and organic products industry, Clif’s block lettering and even the Non-GMO Project’s butterfly logo are easy to recognize. A great logo is clutch, but it’s not the only element of a successful brand. John Grubb, managing partner of the Sterling-Rice Group, explains what else is essential in creating a brand that really resonates.

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