Brand Focus: The fear factor

The second in a three-part series on best practices to focus your brand's offer and communication.

One of the primary tasks of strategic marketing is helping brands focus both their message and their target audience.

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Brand Focus: It's just good customer service

The first in a three-part series on best practices to focus your brand's offer and communication.

One day I decided I needed a bluetooth headset. So I popped into my local phone shop to pick one up. I was confronted with a wall of over 30 identical-looking, PVC blister-packed, bluetooth headsets. "Which is best for me?" I wondered.

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