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As the ICO business started maturing few years back, the building of a brand is becoming more and more a necessity to build a long-term relationship with your clients/customers whatever your ICO is talking about, this is about long-term, so scoring a result will be tied down to the long-term process of trying to carefully build the brand value along.
The ROI of building a brand is to build trust, to build a community that actually cares about something more than its benefits of the token or the coin, that actually cares about the company, this is why my focus is on branding.

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