The brand architecture exercise that saved a social venture millions of dollars by Anne Miltenburg

Last summer a social enterprise that had successfully launched a savings product for health care on mobile phones in an East African country came to our branding agency with a problem. It had managed to win people’s trust in its ability to keep their money safe. But the secret to building that trust was quickly becoming the company’s biggest challenge—one that could end up costing them millions of dollars over the long term. 

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