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Question:How do I know my company's brand platform is a good one?

Answer:A good brand platform has three characteristics. First, it is clear. That requires a balance between abstract ideas and specific ones. Second, it requires consistency of theme and exposure. That is, once it is determined what the platform is, every communication must be consistent with that platform. Finally, a good brand platform is usually creative, cuts through the clutter and touches a nerve. This last point is the job of a good advertising company. Everything else is marketing's responsibility.

For more on brand platforms, see our tutorial on the subject.

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