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A brand is a first impression that acts as a promise of what a company is going to deliver. The key to building a brand that is an asset and not a liability is to shape it around the desired customer experience, and to analyze it from multiple points of view.

Anke Corbin is a serial entrepreneur and advisor to many startups. She is currently the VP of Marketing & Distribution at MapQuest. 

In this talk from the Denver Founder Institute , Anke explains how to build a brand that is an asset for a company. She discusses analyzing a brand from multiple points of view, a visual process to clarify and build brand, naming criteria, and customer analysis. 

If you like the video below, follow her on Twitter @ankec.


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