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	<title>Livewire &#187; branding</title>
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		<title>A New Way of Thinking to Build Strong Brands</title>
		<link>http://www.livewireinc.com/index.php/2009/dialogue/planning/a-new-way-of-thinking-to-build-strong-brands/</link>
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		<pubDate>Tue, 13 Oct 2009 15:44:44 +0000</pubDate>
		<dc:creator>Briare Sands</dc:creator>
				<category><![CDATA[Planning]]></category>
		<category><![CDATA[branding]]></category>
		<category><![CDATA[corporate brand]]></category>
		<category><![CDATA[culture]]></category>
		<category><![CDATA[internal branding]]></category>
		<category><![CDATA[strategy]]></category>

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		<description><![CDATA[I brushed off an old, favorite book of mine – Building Strong Brands by David A. Aaker – the brand guru who told us years ago to focus less on product attributes and more on the emotional and self-expressive benefits of a product or service. The goal was first to manage the image of the [...]]]></description>
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