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To be credible, a brand needs to be consistent not just in how it looks – but how it sounds. The tempo, emotions and values evoked by a brand’s look and feel must be consistent with the way it speaks and what it says. This includes both internal and external-facing material.
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In September 2008, the NAHB Board of Directors adopted a new NAHB Brand Portfolio Strategy. NAHB moved from a system of under-leveraged and dissociated brand offerings to a strongly master-branded system. This move is meant to build strength in the NAHB brand and, through greater linkage to each of our offerings, make those offerings (both individually and as a group) stronger and better able to serve the Members.
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Toshiba is all about making extraordinary technology available to everyone. Our brand is brimming with the passion to help technology enrich people’s lives. Toshiba’s tone of voice comes from a fundamental point of view. We always see things from the user’s perspective. And how they want technology to better their lives.
Take for example the new tablet. Yes, it’s the world’s thinnest. But that message comes straight from our internal obsession and passion for the best technical engineering. For the user it means he or she can take their tablet easily to more places – to bed, to the garden or pack it for a holiday. It becomes the most handy way ever to access fun, do the shopping, enjoy films and more.
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Why Software design guidelines?
IBM has historically been known as a computer hardware manufacturer. The market for IBM Software does not currently recognize that IBM is also the world’s largest producer of software.
The IBM Worldwide Software Image Guidelines are based on principles of world-class design and identity management. They reflect the results of customer and employee research and analysis, overall business direction and the goals of the marketing and image strategies.
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