Alice asked the Cheshire Cat,
who was sitting in a tree,
“What road do I take?”
The cat asked,
“Where do you want to go?”
“I don’t know,” Alice answered.
“Then,” said the cat,
“it really doesn’t matter, does it?”

bS logo

Christopher Smith, BrandSmith CEO and founder, 14th January 2022 A powerful hinge A logo is so much more than an illustration: it is part of the symbolic ecosystem that customers build in their minds associated with the brand and their experiences and expectations about it. Ultimately, it...

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