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We are coming off of a week that can only be described as a stock market bloodbathamping up uncertainty and making selling even harder. As the new tariffs imposed by the US government were announced, kicking off what is expected to devolve into a global trade war, the Dow Jones plunged by over 2,200 points, the S&P 500 lost more than 10%, the Nasdaq entered into a bear market and more than $6.6 trillion dollars were wiped from the US stock market in two days.
The Brand Essence Wheel is a strategic framework that sharpens how organizations articulate who they are, what they stand for, and how they show up in the market. Developed by the Bates Worldwide Agency in the mid-90s, this model goes far beyond logos and taglines. It breaks down brand identity into structured, layered elements that ensure consistency, authenticity, and emotional resonance across every customer interaction.
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