Monday, August 14, 2006

Better branding

Marketers rely too much on intuition. The key to building brands more scientifically is to combine a forward-looking market segmentation with a better understanding of customers and a brand’s identity.

McKinsey 2003

http://www.mckinseyquarterly.com/article_page.aspx?ar=1349&L2=16&L3=14

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