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Brands are like people. They have a physical appearance, personality, they grow, and they adapt. And like people, you can tell a lot from a brand from first impression: is it young or old,relevant or dated, professional or free spirited, confident or reserved, powerful or gentle, etc. We also relate to brands the same way we relate to people. And when everything about brand positioning is in sync, it can create emotional connections that yield the highest potential for awareness, reach, and success.