Friday, May 25th
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Creating and nurturing a brand is very like bringing up a surrogate child. It never entirely belongs to you. So who does it belong to?
The answer that most would give is that the company owns the rights to it. And to some extent they would be right.
Sellers tend to get caught in the intricacies and details of what they are selling, forgetting that the buyer is making an emotional decision, an investment, or a statement about his self worth, and may not connect with the brand message
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