In the age of brand copycats, the dilemma!

Special Contributor: Jakob Tripin

Let’s take away all the colors, slogans, and campaigns, and let's say that the branding is ultimately boiled down to one thing - “the work of trust.”

At its core, branding is simply a way of sending clear signals about what we believe in. Whether it’s through clear sourcing, data-use explanations, quality, products or a simple “last updated” note, brandi…