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Brand Alchemy™ Process


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The Moderns have developed a unique process for defining and building brands: Brand Alchemy. We begin by gathering each brand’s key ingredients, then mining them for “golden nuggets.” From there, we distill the most valuable elements into a clear, concise brand identity—one that can almost immediately spark a brand’s transformation into something much more powerful: a culture.

As a brand evolves into a full-fledged culture, its customers and business partners come together—bound by a set of shared attitudes, values, goals, and practices. This culture may even begin to take on a life of its own. A culture can harness the power and spirit of a natural community, developing into a vibrant band of customers, employees, shareholders, community members, and company cheerleaders.

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