How David Beats Goliath in the Battle of Brand Perception

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Nimble companies, those that do not carry the baggage of legacy marketing theories and processes, are well-equipped to capture consumer trust in today’s market. By leveraging real-time data to assess how much their brand matters, these brands can adjust marketing spends more effectively than slower competitors. These are human-centric marketers: the Davids.

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This story first appeared in the Feb. 22, 2021, issue of Adweek magazine. Click here to subscribe.