According to the Aristotelian definition “a man is also an animal having logos, a political animal.” This is, we live in a cluster of social structures, thus our language born, grows and survives in the coexistence between us, and the world created with other men. Also, companies are one of the most complicated inventions of man. In the same way that happens to people, companies have their own characteristics: its individuality, its resources, its staff, its products or services, in short, a brand…
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