Don't be Brand X. Be the fleet that fields a brand that communicates that it delivers something above and beyond the merely ordinary.
To be sure, every business is represented— if not outright personified— by a brand. The beauty of a brand is in the eye, the ear, even the emotions of those of its intended audience whenever they engage with it. That’s why businesspersons ignore the power of the brand at their peril. Brands have been around since the first head of cattle got scorched with one. Over time, branding morphed from marking ownership to representing a ...
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