Strategic Brand Thinking™ — 002

Strategic Brand Thinking™ is the second in a series of Capability Papers documenting my approach to brand strategy and creative direction. This paper breaks down how I identify the gap between how a brand is perceived and how it intends to be seen — and how closing that gap, not adding more design, is what actually repositions a brand. Applied here to the real case of Dr. Facundo Pereyra's personal brand transformation.

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