Some think of a brand identity as an unnecessary extravagance. Smart companies have learned that having a few core elements that 'fit well' offer greater value than random impulse driven purchases. Crafting an identity is an investment that saves resources in the long-term. Not having a suitable identity is akin to wearing sweatpants and hoping that your date will look past them and see the 'real you.'
- Eric Karjaluoto Speak Human

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