If You Build It...
Brand recognition is a big deal for businesses large and small—here are six ways to build it
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Sean Norris
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"The biggest mistake I have witnessed is when a brand strays from its core competency and creates a campaign that doesn't resonate with the consumer," said Jay Deutsch, co-founder and CEO of BDA Inc., Woodinville, Wash. "Consumers build emotional attachments to brands not because of what the company does, but because of why the company exists. The 'why' allows the consumer to identify with a brand. Figure out why your brand exists and the brand-building decisions become easy."
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Sean Norris
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Sean Norris is editor-in-chief for Promo Marketing. Reach him at snorris@napco.com.
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