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You can always brand-build internally with customers once they are acquired. There’s no law that says you can’t create powerful brand identity and preference with customers, yet never even mention it to new prospects. There are even instances where a brand suppresses response because of its virtues. I have, on more than one occasion, had clients in niche markets who had become very well-known and well-respected, and if you asked 100 people in their market about them, nearly all of the randomly chosen 100 people not only had generally positive things to say about the company but could also rattle off the five key components of that company’s sales story and offerings. No mystique, no curiosity. A been-there-heard-that-done-that-before problem. Success came by trotting out “blind” advertising and marketing with fresh promises and bold positioning, which would have been instantly discredited if voiced by the venerable, old industry leader. Then, once interest in the promises was created, information could be provided that revealed the match of the biggest, most respected brand with the hot, new, daring products. In short, brand is not necessarily the holy grail.
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