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What are some best practices for leading a brainstorm around branding or rebranding?

As branding isn't our (Yummygum's) main service/product we've asked ourselves this question too. We searched around the web and found this amazing article by Jake Knapp (ex Google and Google Ventures) called The Three-Hour Brand Sprint. It's a short yet thorough technique for getting everyone one the same page while respecting and not being (sub)consciously influenced by each others opinion. Below are the steps as seen in Jake Knapp's incredible article (link to article: https://library.gv.com/the-three-hour-brand-sprint-3ccabf4b768a).

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