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Use Research to Beat a One-Two Punch to Success

Chuck Mattina

The incredible amount of noise in the marketplace has led to what some have described as brand attention deficit disorder. We are inundated with so many branding messages and a dizzying array of choices that we unconsciously shut out the ones that are too complicated to figure out or are not deemed meaningful or relevant to our daily lives. We pay attention only to those brands and messages that demonstrate an understanding of who we are and what we need—and that know how to deliver their messages quickly and clearly.

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