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How to build the value of a brand
What ever happened to Bartles & Jaymes and the Ford Pinto? Why have Starbucks, Campbell’s, Nike and countless other brands become household names? Why did Diet Coke succeed where Tab failed?
Joe Marconi, a writer and marketing consultant based in Western Springs, Ill., explores what it takes to create a brand that endures in The Brand Marketing Book. A good way to start is by choosing the right name.
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