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This is an insight into the retail brand 'For Dummies'. It's an amazing story of the journey a new brand takes to be successful. A great reminder that companies 'don't service opinions and attitudes, we service customers'. I've been using this material to coach my senior management on revisiting our brand and understanding the emotional connect both our people and our customers have to our brand. This also reinforces the need to start by defining the market to your own advantage, as I know with my organisation, it's very tempting to compare to competitors. Really good for us marketers to have a little refresher on the fundamentals.
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