It's true that brand attributes should be consistent with and supported by ... develop creative campaigns that the consumer connects to and finds meaningful. A few examples: Coca-Cola makes you ...

But it is strictly an internal guiding statement never to be published in marketing materials. Brand attributes are key words and phrases that describe Hope College as it is and aspires to be. This ...

Brand messages, which are based on our brand attributes, are the most important talking points or copy points when communicating with the Hope community. In choosing messages, we must keep in mind the ...