Is Your Brand Truly Consumer-Centric?
by John Hallward
Marketers want their brands to resonate with consumers, and often companies want to grow without limitation. However, many brands fail to live up to such aspirations because they fail to establish strong consumer connections. Brands often focus too much on a brand USP (unique selling proposition), on segmentation targeting, and a brand-centric approach – a focus on what the brand wants to say about itself.
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