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	<itunes:author>Sheffield Sound Off</itunes:author>
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		<title>Brand guidelines are so formulaic</title>
		<link>http://sheffieldcompany.com/2010/01/26/brand-guidelines-are-so-formulaic/</link>
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		<pubDate>Tue, 26 Jan 2010 16:06:01 +0000</pubDate>
		<dc:creator>Joe McCormack</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[Strategy & Branding]]></category>
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		<category><![CDATA[Brand]]></category>
		<category><![CDATA[Brand Refresh]]></category>
		<category><![CDATA[Guidelines]]></category>
		<category><![CDATA[Mark Boulton]]></category>
		<category><![CDATA[Message Consistency]]></category>
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		<description><![CDATA[Creating or refreshing a brand is so much more than &#8220;look and feel&#8221;, color schemes, typography or a logo. In doing some research on exemplary brand guidelines recently, I saw a small blog post that I liked that lamented the challenge of getting good guideline examples. I am not sure if he ever succeeded. There needs to be a [...]]]></description>
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		<title>Bringing home the bacon – through blogging</title>
		<link>http://sheffieldcompany.com/2009/04/21/bringing-home-the-bacon-%e2%80%93-through-blogging/</link>
		<comments>http://sheffieldcompany.com/2009/04/21/bringing-home-the-bacon-%e2%80%93-through-blogging/#comments</comments>
		<pubDate>Wed, 22 Apr 2009 04:18:01 +0000</pubDate>
		<dc:creator>Charley Thornton</dc:creator>
				<category><![CDATA[Content Marketing]]></category>
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		<category><![CDATA[Technology]]></category>
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		<category><![CDATA[Wall Street Journal]]></category>

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		<description><![CDATA[Once considered a hobby for opinionated political junkies and techies, blogging is fast becoming one of America’s newest and most influential professions, the Wall Street Journal reports today. America&#8217;s Newest Profession: Bloggers for Hire With newspapers desperately trying to redefine themselves, almost half a million Americans now call blogging their primary source of income. But [...]]]></description>
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		<title>Qualified for the semantic Web?</title>
		<link>http://sheffieldcompany.com/2006/11/17/qualified-for-the-semantic-web/</link>
		<comments>http://sheffieldcompany.com/2006/11/17/qualified-for-the-semantic-web/#comments</comments>
		<pubDate>Fri, 17 Nov 2006 22:14:26 +0000</pubDate>
		<dc:creator>Joe McCormack</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[Blog]]></category>
		<category><![CDATA[Joe McCormack]]></category>
		<category><![CDATA[Semantic web]]></category>

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		<description><![CDATA[A new skill set is needed for our new world. This recent blog post says it well. Blog post.]]></description>
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