There’s so much talk these days about technology, digital, mobile or social media and that’s fine. The problem is that it’s often tactics in search of strategy. So many self-proclaimed experts or gurus claim expertise in building your brand – personal or professional – using bells, whistles, gizmos and gadgets. They all gloss over an all-important word: brand. What is a brand? What are the fundamental of brand, branding and brand building and how are they changing or evolving amidst a new business

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