corporate reports are brand touchpoints
I’ve been doing research on some companies and have spent quite a bit of time looking at companies’ corporate reports – e.g., annual reports, official statements, corporate presentations, etc. I’m amazed at how many companies completely overlook these reports as touchpoints through which people experience their brands. Often the reports are dry and pedantic or fluffy and full of corporate-speak – they don’t communicate or reflect what is differentiating or compelling about their brands.
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