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BOSTON According to Alan Zorfas, marketers put too much focus on a brand’s public image before determining its image among employees. The former chief strategy officer at Earle Palmer Brown and former Boston agency executive hopes to change that with his branding consultancy, Aspirient, which opened last week.
The seven-person startup, with offices in New York and Dallas, will craft an internal image for clients before using ads to create a public perception. Zorfas said his methods will include “brand action planning” sessions with employees that teach them “to live” the brand, and Employee Commitment Optimization, a research tool that measures internal brand feedback.
Aspirient’s
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