Author:

Jose Martinez Salmeron is Executive Creative Director for Social@Ogilvy at Ogilvy Washington where his work spans brand identity, content marketing and web design. He writes periodically about the intersection of creativity, business and technology. You can follow him on Twitter.

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If You Love Your Brand, Set It Free

The practice of branding is undergoing a deep transformation — a change brought about by our kaleidoscopic postmodern culture, the development of communication technology and rapid globalization. In prior decades, brand managers aimed to establish their products and services primarily by way of consistency and repetition. A brand’s voice and message ...

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