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Aquiles Este working at the intersection of branding and big data Aquiles Este working at the intersection of branding and big data Your brand is what other people say about you when you are not in the room – Jeff Bezos, CEO Amazon Agreeing to Mr. Bezos’s words, a brand is something that reflects the core idea and fundamental values behind a company. Consequently, it should be something that impresses people with its quality and reputation in the market. Businesses cannot become brands unless they change their practices and operations. Today, every business aims to transform itself into a specific niche brand but fails miserably when they take matters into their hands. This is where brand consultancy comes into the picture.

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